Richard Branson's Virgin business empire yesterday launched its first fashion collection with a range of casual clothing in keeping with its founder's laid-back image.

Mr Branson, famous for his informal jeans and sweater look, says from now on he will be wearing Virgin clothes, the new range of men's and women's wear launched by Virgin and London department store Selfridges.

The idea is that the Virgin brand "doesn't dictate a lifestyle", Mr Branson told a news conference via a video link from his Caribbean holiday home.