Coleen_mcloughlin I've never quite understood just what it is that makes women who date footballers feel that their relationships somehow qualify them as fashion "designers", but they do, and now the wives and girlfriends of the England team (The WAGs, to give them their preferred title) are to earn their fashion stripes with a new show for ITV. WAGs Boutique will see a selection of as-yet un-named footballers wives set up two rival fashion boutiques, and compete with each other to see whose store is the most successful. As well as selling clothes, the WAGs will be designing them too, with the money they earn going to a charity of their choice.

The show is due to air in January 2007, and rumour has it that current "face of ASDA" Coleen McLoughlin (pictured) will be one of the WAGs taking part.