Celebrity stylist Gok Wan has a rich history of fashion collaborations and his latest is as ambassador for UK fashion brand JD Williams.

Celebrating Gok’s “50th-year milestone”, the online fashion brand chose him for the partnership after its own survey revealed 44% of the brand’s followers are “interested in receiving tips and advice from the expert”.

That customer survey also wanted him on board because 55% found him entertaining, are familiar with his personal life (25%), can relate to him (16%), and are generally interested in reading and watching content about the TV celeb (33%). Also, the women surveyed saw the expert as trendy (48%), stylish (45%), unique (44%) and inspirational (33%).

And neatly dovetailing with JD Williams’ continuing stand against the ‘invisibility’ of midlife women, his mission is to “help [them] embrace their style with confidence, the vision is for him to work alongside the in-house team”, the retailer said. 

He will therefore support seasonal campaigns, style shoots, offer tips for customers, take part in interviews, brand advertising and more.

The association will also include ‘a money can’t buy’ competition where three customers will be given the chance to win a makeover with Gok, alongside £1,000 worth of fashion products in time for Christmas. In addition, they will win a night in a luxurious London hotel and accompanying meal.

Gok Wan said: “I’m keen to get stuck in and help… women with the fashion advice they’re looking for, especially ahead of the Christmas party season. There is a lot of information out there so it is important that I provide honest, personalised and authentic advice, which I know I can offer.”

Sarah Welsh, CEO of Retail at JD Williams added: “[He] truly is the perfect fit for this partnership — our research showed that our target audience absolutely love him, and he shares our passion for looking after our customers through in-house designed fashion and product for her and her home.”