The venture, created and brokered by Electric Glue, will see Matalan broadcast twice-weekly bespoke fashion and style shows on its website and YouTube.
Matalan Presents: The Show is produced by ITN Productions for ITV AdVentures, the broadcaster’s advertising innovation arm. The show is presented by Denise van Outen, the singer and former Big Breakfast presenter.
The six-minute videos see Van Outen joined by fashion industry journalists from Time Inc magazine brands, including Woman’s Own, Essentials and Woman’s Weekly.
ITV will broadcast 20-second TV trailers promoting the show featuring Van Outen across ad breaks in primetime programming including Coronation Street and The X Factor.
Time Inc will also use its customer data and audience insight tools in a bid to drive consumers to Matalan’s website to view the content.
Simon Lee, Matalan’s marketing director, said: "At Matalan we always put the customer needs first and this is an exciting step forward for us in our mission to provide her with great fashion advice whilst ensuring that her best interests are constantly front of mind.
"This signifies the beginning of a new relationship as we begin to create a two-way conversation with her in order to become her trusted advisor."