Sainsbury’s has signed up TV fashion guru Gok Wan, star of How To Look Good Naked, to design a new women’s clothing range under its Tu brand.

The first clothes in the new range will hit shelves in the autumn.

Sainsbury’s non-food director Luke Jensen hailed the new recruit as a “democratiser of style and fashion”.

“Tu clothing has become a major growth area for Sainsbury's, based on the concept of delivering style and quality, at affordable prices,” Jensen said. “Over the next few years we will continue to dedicate more space to clothing, with new store openings and the development of existing sites.”

Sainsbury’s Tu range, launched in 2004, currently represents 3% of the UK’s clothing, footwear and accessories  market [Kantar Worldpanel].

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