This Morning‘s new presenter Holly Willoughby will keep her clothing range going – even though show bosses banned Fern Britton from launching her own.

The Sun reports that Holly – who will take over from Fern when the show returns in the autumn – has been allowed to keep her current deal with Littlewoods Direct.

However Fern is said to have nearly quit the show last year after being told she was not allowed to launch her own range of fashion for larger ladies.

Show bosses told the 52-year-old at the time that it would not sit well with the daytime show’s own fashion reviews.

“This is a real slap in the face for Fern,” a show source said.

“She only wanted to launch a handful of garments but ITV insisted it wouldn’t be right with her role on This Morning.

“The execs were so adamant it got to the point where Fern nearly quit over the row. But the same rules don’t seem to apply to Holly.”

However ITV defended its decision. “Holly has a pre-existing clothing contract which was arranged long before she signed to present This Morning,” a source told the paper.

“It will have no influence on the decisions of the editorial team when deciding which items to feature on the show.”