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Women throughout the country are being invited to enter and attend auditions in front of a panel in Glasgow, Manchester, Newcastle and London.

Only women with a clothes size of 12 or above are being considered.

The winner will secure a year's modelling contract with 12+ UK Model Management and 10 shoots for Look's fashion pages. As well as exposure on Lorraine Candy's show, there will be additional promotional support from ITV's 'Daybreak'.

The judging panel will consist of Look editor Ali Hall, Mark Heyes, a stylist who works on 'Lorraine', and Sarah Watkinson, director of 12+ UK Model Management.

The final three models will walk in The Look Show during London Fashion Week on 18 February, where the winner will be announced. Last season’s Look show at London Fashion Week in September featured curvy supermodel Crystal Ren.

There will also be a PR campaign to drive awareness of the competition and of both brands, generated by the events and PR company, Mission.

Ali Hall said: "Five months ago, Look started using curvier models in the magazine every week and the response was overwhelming – 94% of our readers believe that women of all sizes can be fashionable and it's important that Look reflects this.

"However, there is a real shortage of curvy fashion models in the industry, so we've teamed up with 'Lorraine' because we're determined to change that."

Mark Heyes said: "On 'Lorraine', we have always looked to represent fashion for British woman through age and size.

"I'm really excited to see real women strut their stuff in the 'Lorraine' studio, on the pages of Look and down the catwalk at London Fashion Week. It's great to give women the chance of such a life changing opportunity."

Recent Look research, which surveyed more than 1,700 readers, showed 93% agreed that it was really important that models of all sizes were included in magazine features and 76% said they would love Look to feature even more curvy models every week.