Candace Bushnell, writer of books-turned-TV shows Sex and the City and Lipstick Jungle, is to write a new female-led web series featuring stars from Beverly Hills 90210, Samantha Who? and Mad Men.

The series, a tie-up with the US media company Meredith Corporation, also involves a collaboration with the American More magazine, which targets 40-plus year-old women.

The show stars Jennie Garth of Beverly Hills 90210; Jennifer Esposito, who plays the best friend of Christina Applegate's Samantha in Samantha Who?; and Talia Balsam, who plays Mona Sterling, the long-suffering wife of Roger Sterling, in Mad Men.

Bushnell will write the four-part series, called The Broadroom, which will be produced by Meredith Corporation in association with Co.Op TV. The series will be directed by Ellen Gittelsohn, who has directed episodes of Roseanne, Designing Women and the Fresh Prince of Bel-Air.

The series is being backed by Maybelline New York and the webisodes will be made available to the public from the middle of next month through a Maybelline website.

Bushnell recently signed up as a contributor for More magazine and will write in the September and October issues.

Maybelline is using the show, which is being shot in New York, to promote the launch of its new Color Sensational Lipcolor.

"We wanted to do something unique and wide-reaching that celebrated colour and the way women wear it and make it their own," says Deborah Marquardt, vice president of integrated marketing communications at Maybelline New York.

"Bushnell is the perfect match for this campaign and this web series as her work celebrates the colourful lives women lead at all ages and in a million different ways."

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