Handbags at dawn as Wags star in fashion reality show

The Wags who hope to find fame in a new ITV reality show have been unveiled today. Ten wives and girlfriends of footballers are to run two rival clothing shops in the show, Wags Boutique.

Two of the WAGs announced so far have partners who play for England. They include Jermain Defoe's girlfriend model Charlotte Meares, 21 and Stewart Downing's other half Michaela Henderson-Thynne.

Despite Coleen McLoughlin's well-known love of fashion, she has not signed up. Other famous names like Cheryl Cole and Victoria Beckham will not be working as sales assistants.

However, Cassie Sumner, a 34DD glamour model and the girlfriend of Chelsea's Michael Essien has signed up.

Nicola Tappenden, 24, a Page 3 model who has been with West Ham striker Bobby Zamora for around two years, is also in the show. She said her boyfriend has installed a 6ft-wide photograph of her breasts in the couple's bedroom - but did not take the photo himself.

Julie Phillips, wife of West Bromwich Albion striker and former England player Kevin Phillips, is also taking part. She used to manage a fashion store, which went bankrupt, and was flashing a £79,000 engagement ring today.

The others include ex-model Jadene Bircham, 32, wife of QPR midfielder Marc Bircham and a mother-of-two who runs her own modelling agency. Model and actress Heather Swan, girlfriend of Cardiff City's Michael Chopra, who says she does not like being called a Wag, is also on board.

Whoever sells the most clothes in the show, presented by June Sarpong, will get to design her own fashion line and the profit from both shops will go to charity. So will it be handbags at dawn? We will have to wait and see as the show starts in the new year.