The range of sexy lingerie will be available in stores from September and will predominantly come in Jordan's favourite colour -- bubblegum pink. The underwear will sport a Katie Price logo on the label, with some items bearing a cartoon version of the busty model.
It is not yet known how the Katie Price brand will be marketed, though it is likely that promotional activity will include PR and press and online advertising.
It is also unclear whether Katie Price bras will be available in sizes under her own, 32FF.
Jordan came up with the idea when she was pregnant with her second son Junior Andre, who was born last month. According to reports, she has tested prototype knickers and bras on fiance Peter Andre.
Jordan's reputation has been built on images of her in, and out of, underwear, so the launch of the Katie Price range is a logical brand extension. However, it is ironic that she is lending her real name to sell the range. She has often been quoted saying that Katie Price is her "personal" name and Jordan her modelling name.
While celebrities such as Claire Sweeney, who endorsed Marks & Spencer underwear, have advertised other brands, there are a growing number of stars who have realised the financial potential of selling pants and bras under their own name. Catwalk models such as Caprice and Elle MacPherson have branched out into underwear, as has Australian pop songstress Kylie Minogue.
In 2004, an ad campaign for MacPherson's lingerie range, created by Australian creative agency The Glue Society, hit the headlines for promoting violence in a spot that showed two women preparing for a knife fight, followed by a scene where a women is cleaning up blood.
The 41-year-old supermodel, credited as creative director on the campaign, defended it as being "beautiful, haunting and ambiguous", but viewers complained that the ad should be banned in the UK.
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