George Davies, the man who founded Next and pioneered supermarket fashion, has chosen an Italian name for his new Marks and Spencer brand.

Just-style announced in February that the talented entrepreneur is to design, manufacture and supply a new women's collection for M&S. Now M&S has confirmed that the brand name will be 'Per Una' which means 'for one' in Italian.

Per Una will be sold in 100 stores from September 28 and will be more contemporary than other ranges.

A M&S spokesman said: "It will be `live' style. We're all very excited about the brand."

M&S said earlier this year that George Davies will be chief executive of the new business and it will "break new ground, with a supply chain to deliver exceptional speed and flexibility."

By Deborah Bowyer