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´óÏó´«Ã½ Drama announces casting for Material Girl, a romantic comedy about a young fashion designer battling an evil ex-boss, a sexy but devilish business partner and snobby fashionistas to get her break in work and love, from Carnival Film and Television for ´óÏó´«Ã½ One.

Set in the bustling, creative hot-bed of Brick Lane, Lenora Crichlow (Being Human, Sugar Rush) is Ali Redcliffe who sets out to make a name for herself as a fashion designer, in the only way she knows how, through sheer hard work and talent.

Dervla Kirwan (Doctor Who) is Davina Bailey, the scheming designer of the moment, who isn't about to give up her crown as queen of fashion and the designer every hot star wants to be dressed by.

Alongside Ali is Marco, played by Michael Landes (Love Soup), the mercurial and brilliant business partner who wants to make Ali a star.

At the heart of the show is Ali, impetuous, feisty, neurotic, a total mess in her personal life but extraordinarily talented in her professional life as a fashion designer – mid-twenties, single, fiercely loyal to her tightly knit group of friends, Alex, Mimi and Lydia.

Alex is Ali's flat mate and best friend from college, but also a designer at Ali's key rival, Davina Bailey; Mimi is the wannabe stylist at a high-profile fashion magazine, and almost as intuitive and brilliant as Ali; and Lydia is the model with a face like an angel and the voice of a navvy.

Ali's love life is equally up in the air. After a difficult break-up, she starts seeing the too-good-to-be-true Chris (OT Fagbenle), but will the sexual tension with her and her business partner, Marco, threaten her new relationship?

It is these friendships and relationships, the ups and downs, solidarity, extraordinary chemistry and their entwined destinies that are the fabric of Material Girl.

Gareth Neame, Managing Director of Carnival Film and Television, the producers of the series, says: "We're delighted to make this show for ´óÏó´«Ã½ One, viewers can expect all the glamour and colour of the fashion world, alongside warm, witty and colourful characters and, above all, the dreams and passions of a tight-knit group of friends."

Material Girl was commissioned by Jay Hunt, Controller, ´óÏó´«Ã½ One, and Ben Stephenson, Controller, Drama Commissioning. Polly Hill is the ´óÏó´«Ã½ Executive Producer.

Ben Stephenson says: "Material Girl is a fun saga of a girl trying to make it in a competitive professional and personal world, with all the zest of a Hollywood romantic comedy.

"It has got a terrific cast of exciting new actors, as well as the fabulous Michael Landes and Dervla Kirwan."

Material Girl is produced by Chrissy Skinns (Secret Diary Of A Call Girl); directed by Cilla Ware (Primeval, All The Small Things), Sarah O'Gorman (Plus One) and Philip John (Mistresses).

Material Girl is inspired by Fashion Babylon, written by Imogen Edwards-Jones. The series has been created by Joshua St Johnston and written by Joshua St Johnston, Colin Bytheway, Ben Ockrent, Imogen Edwards-Jones and Jess Williams.

Material Girl is the latest commission by ´óÏó´«Ã½ Drama from an independent production company. Further 2009 transmissions include Ashes To Ashes and Occupation.

Material Girl, a six-part series, films in and around London during the spring and summer and will transmit later this year on ´óÏó´«Ã½ One.

GJ/RN