Sainsbury's designs Gok Wan clothing deal

Fashion personality Gok Wan is to design his first clothing range, to be sold under the Sainsbury's Tu label, the supermarket giant yesterday announced.

The presenter of How To Look Good Naked will create a number of womenswear collections for the group, with the first due to reach shelves this autumn.

The collections would "reflect Gok's philosophy of making women feel confident, stylish and positive about their bodies, whatever their size or shape", the retailer said. It is the first time Sainsbury's has collaborated with a celebrity for its fashion lines.

Gok said: "This is a first for me. While I've styled thousands of women over the years, soon millions of women are going to be able to wear something I've created."

Luke Jensen, Sainsbury's non-food managing director, said: "Tu clothing has become a major growth area for Sainsbury's, based on the concept of delivering style and quality at affordable prices.

"As we continue to grow and expand our ranges, we're delighted to bring Gok's unique talent, as a democratiser of style and fashion, to our millions of customers."

Sainsbury's launched its Tu clothing range in September 2004. The brand now accounts for 3 per cent of all clothing, footwear and accessory sales in the UK, according to Kantar Worldpanel figures.