At the launch of her spring/summer range of KP Equestrian clothing in London this week, Katie Price issued a warning to the equestrian clothing companies she deems too “traditional and earthy”.

“I’ve given the equestrian industry a wake-up call,” she said. “We started small but it’s just been flying off the shelves. It usually takes companies at least two years to get to the stage we’re at.”

From the same team of high street designers she worked with on her inaugural autumn/winter range, launched in 2008, this season sees much less “pinkification”. Items include T-shirts, jackets, vest tops and hoodies in lime green, cobalt blue and even the positively demure navy.

There are also hipster jodhpurs and a KP body protector made by the Rodney Powell team, available with or without added sparkle.

As a result of public demand, a new venture for KP Equestrian is the children’s range, KP Pony, all of which is available exclusively from Derby House.

Accessories — lipstick pink exercise bandages and saddlecloths for example — continue to be in integral part of the range and look set to be added to next season.

“I’m one of those people who wants everything to match — my underwear, my earrings, everything,” said Katie.

Despite the impact Katie’s injection of colour has had on horse owners’ shopping habits, she doesn’t want her product to become mass-market as, she says, some equestrian clothing companies have done.

“The stuff on the stands [at big events such as Olympia and Burghley] really stands out,” she said. “I want to keep it exclusive, though. The only competition we’ve really got is Joules but they’re everywhere.”

So what does the future hold for brand Katie Price? Well, men’s clothing will receive a KP makeover for autumn/winter and we’ll see an expansion into tack — expect some trademark pink and glitter there too.

All of which leaves traditional equestrian ranges firmly in the shade.