Fashion gurus Trinny Woodall and Susannah Constantine of What Not to Wear have signed an exclusive deal with ITV, defecting from the BBC.
Trinny and Susannah have built a media career out of fashion advice
They thanked the BBC for its support over the years but said it was time to move on to "fresh challenges".
They will work on a lifestyle show for ITV which will air next year.
Their BBC One show is half way through its current series."We wish Trinny and Susannah well and are sorry to see them go," the BBC said.
It added in a statement: "After five series the time may be right for a change and we quite understand that Trinny and Susannah want to pursue new opportunities."
Simon Shaps, director of television at ITV, said: "Trinny and Susannah are two of the biggest names in lifestyle programming with tremendous appeal to all ages and I'm delighted they are joining us at ITV.
"Their style is direct, irreverent and at times highly amusing but it is the empathy they have with the men and women they make over and the incredible stories we hear along the way that we want to develop. "
The pair began their TV careers on regional ITV programmes more than 10 years ago.
The pair are famed for their caustic remarks over five series of What Not to Wear, as they give advice on people's dress sense.
Trinny and Susannah said in a joint statement: "We're hugely grateful for the support we've received across the last five series from the BBC.
"We've always sought to appraise and evolve our work - this move gives us the exciting opportunity to do so in a new environment with fresh challenges."