Fearne Cotton unveils her latest collection for Very

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The 32-year-old's 10th collection for e-tailer Very arrives online today
Highlights include a chic black biker and flattering floral smock dress
Photos for campaign shot at Portobello Market in London's Notting Hill

Published: 18:07 EST, 6 April 2014 | Updated: 06:03 EST, 7 April 2014

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She might be juggling a demanding career with an even more demanding baby but that hasn't stopped Fearne Cotton from upping the ante with her latest collection for Very.

Her 10th collection for the e-tailer included a chic leather biker, as well as pretty pieces perfect for a hot summer's day.

Highlights included a flattering smock dress festooned with blooms and a glamorous black and yellow sporty shift.

Looking good: DJ and presenter Fearne Cotton smoulders in her latest campaign for e-tailer Very.co.uk

Other pieces that are likely to prove popular include a festival-friendly pair of geometric print trousers and a demure dove grey dress.

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The campaign itself was shot at London's Portobello Market; a location made famous by 1999 Julia Roberts rom com, Notting Hill.

Cotton, herself no stranger to the delights of Portobello Market and its army of vintage clothing stalls, has been creating collections for the retailer since mid-2009 and is part of a stable of big name designers and celebrities that also includes her best friend, Holly Willoughby.

Other names to create capsule collections for Very include Jasmine Guinness, Caprice, Peaches Geldof and designers Ann Louise Roswald, Amanda Wakeley and Preen.

Yummy mummy: The new collection is Fearne's 10th effort for the retailer and is likely to prove a hit

Stylish: This tropical print smock dress is likely to prove a hit with Fearne's fans thanks to the flattering cut

While Ms Cotton had little in the way of design experience prior to launching her Very collection, her edgy aesthetic and appreciation for flattering silhouettes has seen her range become one of the e-tailer's best-sellers.

That is likely to be down, in part, to the Radio One DJ's own ultra-cool sense of style which has in no way diminished since she became a mother to baby son Rex last year.

Wardrobe essentials include cropped boxy jackets, delicate vintage-style dresses and slouchy tops - all of which regularly appear in Ms Cotton's collections for Very.

Looking good: The campaign for the new collection was shot at London's Portobello Market in Notting Hill

Flower power: Fearne's demure grey dress is likely to prove popular with her fans and Very.co.uk's customers

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Tim, West Sussex, 6 minutes ago

She's gorgeous and funny

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Matt H, Harrow, 28 minutes ago

Great looking girl with a fit body, she has done well for herself and to my knowledge never done anything to suggest is not a nice girl. Still lets not let that stop the jealous surfers on here slaughtering her for being everything they are not.

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Fitgit, Cambridge, United Kingdom, 1 hour ago

It must be amazing to be as perfect as all the peple making the critical comments. Wind you necks in or put your pics on here and lets see what makes you so qualified to criticise in such a hateful way.