The partnership will deliver a series of videos and articles around lifestyle and fashion trends and topics for eBay’s platform and media channels.

Celebrities from tbseen.com, including Kate Thornton, Kimberley Walsh, Heidi Range, Angela Griffin and Lisa Faulkner, have been brought on board to share everything from their style rules, to how to prepare for date night.

They will also appear with Time Inc. UK’s fashion experts in short videos for social amplification.

Kate Thornton, Founder of tbseen.com, said: “We are thrilled to be a part of such an innovative, collaborative and strategic partnership. The three partners combined have the ability to deliver a multi-platform conversation to millions of busy women for eBay, providing a seamless journey from content to purchase.”

Netmums will bring the voice of its community to the campaign with articles that draw on its deep understanding of the target audience.

Rimi Atwal, Netmums Managing Director, added: “Netmums is delighted to be part of this market-leading content collaboration. This partnership leverages our deep understanding and ability to produce quality content with the power to engage busy mums. This, combined with our ability to galvanise parent audiences across digital and social channels, delivers unrivalled ROI for our brand partners.”

The partnership is part of eBay’s fashion programme and wider strategy to engage women and mothers with an enhanced fashion shopping experience. This includes its new Shop the Celebrity Look innovation, which enables consumers to buy related products directly from online images of celebrity influencers.

Mark Stephens, Head of Content Marketing for Time Inc. UK’s The Foundry, said: “We are excited to be part of this unique and ground-breaking project, which is a fantastic example of The Foundry’s strategic, editorial and production capabilities.

“The powerful mix of the partnership’s unparalleled audience insight and trusted editorial voice make us a valued eBay partner. We all know great content works best when it is entertaining and useful and that is precisely what this partnership delivers.”