Made In Chelsea star and fashion entrepreneur has decided to put his own style on the line – with a Shoreditch pop-up that sells exclusive items from his own wardrobe.

His Boxpark shop #ProudlockStyle will also feature sought-after finds from British Heart Foundation’s shop with all proceeds going to the charity. He is no stranger to the East End, having switched on the Boxpark Christmas lights last year.

Speaking about his involvement with BHF Ollie said: “I wanted to get involved because I have such a close link to the cause.

#ProudlockStyle will sell exclusive donations from Oliver Proudlock's very own wardrobe

"I have a history of heart conditions in my family. My grandmother died from a ruptured aorta, my uncle had a double bypass, and my dad was diagnosed with a weak heart muscle in 2006 and told he had come dangerously close to having a heart attack.”

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The Serge DeNimes designer has already run the London Marathon for the cause and is a committee member. Alongside his charitable interests, Ollie’s fashion brand Proudlock now has a team of four in his London office.

Talking about his business interests to The Guardian earlier this year he said: “I was always very interested in art and fashion.

The Made In Chelsea star has launched his own brand, Proudlock

"At school I spent the majority of my time in the art school painting. Then I went to Newcastle University, where I studied fine art for four years. I love art and painting but it can be quite lonely sometimes. And the thing I love about fashion is it’s very social and interactive.

“I decided to move from art to fashion – it was a very scary move. So I started with a product I was really familiar with – T-shirts. I wanted to create the best T-shirt I could. At the moment graphic T-shirts are massively on trend.”