The Saturdays are creating a capsule collection for online fashion store Rare Fashion.

A myriad of party dresses and wet look leggings, Rare Fashion has everything you need to perfect that celebrity look on a Saturday night out – watch out Lipsy.

Where Lipsy grew its market having its products seen on reality TV stars, Rare is upping its profile with official endorsement from The Saturdays.

Mollie, Una, Frankie, Rochelle and Vanessa have already been seen out and about in Rare dresses, and no doubt the store will have seen an increase in sales from the association with Britain’s newest girl group.

Working with The Saturdays will give Rare an opportunity to create online PR that will have lasting effects.

My first thought would be to use the group for interview opportunities on music blogs – with links back to the Rare Fashion website that will help its SEO forever.

The discussion of the deal and the range itself will naturally attract incoming links to the website which again, helps with SEO, but will also drive relevant traffic.

Universal search is becoming more important; a video of the girls discussing their range on YouTube may appear in Google’s search listings when people search for ‘The Saturdays’ - great for pulling in an audience that is actively interested in the girls.

The tie up will also no doubt also be added to the group’s Wikipedia page, which will be perfect for brand association for the lifetime of the group.

Most importantly Rare is getting in there early. They will be the first online store to have a huge amount of links pointing to them from pages mentioning The Saturdays and fashion – so Google will naturally associate Rare with fashion and The Saturdays.

So in years to come when they’re the next big fashion thing guess which store will be more likely to rank highly when people search “Frankie Sandford’s Style”?