- Michelle Keegan has launched a new fashion collection with online retailer Very, shot entirely on location in Majorca, the same island that inspired her daughter Palma's name.
- The collection features co-ords, dresses, and a knitted waistcoat, with Keegan personally describing it as inspired by "effortless summer living."
- Very has a long history of celebrity fashion collaborations, having previously worked with Holly Willoughby, Fearne Cotton, Kimberley Walsh, and Jameela Jamil, with Keegan's partnership with the brand dating back to October 2017.
- Palma, who celebrated her first birthday in March 2026, had already made her modelling debut wearing items from Michelle's Very range in matching "mummy and me" pyjamas.
Michelle Keegan just dropped her newest fashion line with Very, and the inspiration hits closer to home than ever.
The Fool Me Once actress, 38, headed back to Majorca, the Balearic island whose capital city inspired baby Palma’s name, to shoot the campaign. Keegan said the island “has always held a special place in my heart,” adding that the collection is all about “effortless summer living.”
The range features gorgeous co-ords, pretty dresses, and a knitted waistcoat that Keegan says she’s wearing “on repeat.” Little Palma, who turned one in March, had already previewed her mum’s range last November when the two wore matching Very PJs together.
Beyond Very, Keegan’s recent brand portfolio includes partnerships with Adidas, Garnier, and haircare brand AYTEE7. She was also spotted on a Mallorca shoot for a hair extension brand just days before this campaign launch.
This personal-narrative approach to brand partnerships is gaining serious momentum. Emily Ratajkowski and Son Sylvester recently starred in Chanel jewelry campaign, proof that authentic storytelling is the currency driving today’s top celebrity deals.
For Very, the partnership continues a celebrity-forward strategy that has included names like Holly Willoughby and Kimberley Walsh over the years.
Takeaways
This isn’t just a fashion drop, it’s a masterclass in brand storytelling. Michelle Keegan turned a deeply personal chapter (new motherhood, a name tied to a beloved island) into a campaign hook that no focus group could manufacture. Very gets emotional equity; Keegan gets an authentic moment that money can’t buy.
With her Very partnership now nearly a decade old and still generating heat, it’s one of British fashion retail’s most durable celebrity alliances. That staying power matters, especially as brands increasingly compete for attention in a crowded influencer market.
Is Palma already becoming a brand asset in her own right and how does that shape Michelle’s future deal-making? As more celebrities use parenthood as a brand narrative, where is the line between genuine connection and calculated sentiment?
