High street giant Marks&Spencer has become BFFs (best fashion friends) with the British Fashion Council.
Their three-year buddying-up will form a Best of British partnership which will celebrate home-grown fashion talent. It also has a green-thinking aim; finding ways of ensuring fewer clothes go into landfill sites, will be another major theme.
Two capsule clothing collections for men and women will be launched in stores and online this autumn to mark the initiative.
Pieces are likely to be highly sought-after.