Shropshire Star

Lily Allen and Agyness Deyn at New Look, Yasmin Le Bon at House of Fraser and Lily Cole at Marks & Spencer.

The High Street loves nothing better than kitting out a celebrity in its latest offerings.

But now one retail favourite has decided it’s not just about getting a star to make the clothes look good to entice women to spend, spend, spend.

Dorothy Perkins has approached it from a different angle by giving shoppers the confidence to work out how to make the clothes look good themselves - with the help of a very familiar face, of course.

In fact bosses thought: Why not give customers their very own stylist just like the stars?

DP, as it is affectionately known, has now announced the launch of a collaboration with celebrity stylist and Channel 4 presenter, Gok Wan.

Gok Wan’s feel-good philosophy - celebrating the body, embracing assets and empowering all women to feel beautiful, has won over an army of fans to his show, How to Look Good Naked.

Offering a great confidence boost for women of all ages, Gok is working exclusively with Dorothy Perkins from this month. Throughout the campaign Gok will select his must-have buys from Dorothy Perkins and use each new collection to illustrate his noted style and figure-fixing advice.

“I’m all about supporting the high street and think fashion should be accessible to everyone, on every level. I chose to work with Dorothy Perkins because I like the idea of communicating with a wide female audience through such a great brand.”

The online campaign at dorothyperkins.com will include a new topical ‘how to wear’ or key trend fashion feature every week, Gok’s favourite ‘Grab of the Week’, regular top tip emails to customers and interactive question-and-answer sessions.

Entertaining video clips, starring Gok and showcasing what customers should be wearing for their body shape, will also be available online.

The campaign is going to be supported in Shropshire branches of Dorothy Perkins and Gok will also be appearing at major store events, offering customer make-overs.

Having studied at London’s Central School of Speech and Drama, Gok’s love of fashion and beauty subsequently prompted him to a career-change, initially into hair and make-up and then fashion.

Now 31 years old and having worked with various high-profile celebrities ranging from All Saints through to Blondie, his style portfolio is extensive.

By Tracey O’Sullivan