Coleen Rooney axed by fashion giant Littlewoods in favour of ‘down to earth’ Myleene Klass
Clothing brand switches attention to Myleene who is seen as more down to earth than the wife of England football captain
COLEEN Rooney has been axed by clothes giant Littlewoods, which is focusing on Myleene Klass instead.
The fashion brand says its relationship with Coleen, 30 — its ambassador for seven years — has come to a natural end.
It has removed all mention of her from its website and is thought to be concentrating on TV presenter Myleene, 38, who is seen as more down to earth.
Coleen Rooney, wife of England football captain Wayne, was hailed by the mail order firm as the “perfect example of a stylish mother” after joining it in 2010.
The mum of three, who had third son Kit last year, released 13 clothing collections, along with beach and babywear.
A source said: “They really pushed that her clothes would be great for working mums and she would pose in the outfits, which were all under £100.
“But when your husband is worth £100million people aren’t going to believe you really pick your Littlewoods coat over your Prada one for a night out.
“Coleen was a great signing at the time, but her deal’s not been renewed and there are no immediate plans to collaborate again.”
Mum-of-two Myleene launched her first Littlewoods collection in 2012.
She and Coleen are both individually worth £11milllion.
The former Hear’Say singer’s most recent designs were a Valentine’s-themed lingerie range, which she promoted this month with a sexy photoshoot of herself modelling them.
The source said: “It seems like all the focus is on Myleene now.
“As ever, everything she puts her name to on the site is selling like hot cakes.
RELATED STORIES
"Myleene is always using her social media to show herself wearing the range when out and about.
“That is particularly successful when she’s pictured in the sunshine showing off her bikini range.”
A spokeswoman for Littlewoods said: “We finished working with Coleen as the partnership came to a natural and amicable end.
“We had a very successful collaboration and she was a great ambassador for the brand.”
A source close to Coleen said: “The long relationship has recently ended on mutual terms.
“Coleen is now busy with other brand partnerships including McDonald’s and Tomy.”