Gok Wan's Marilyn Monroe-style clothing range helps Sainsbury's to record-breaking week of sales
11:34 GMT, 14 June 2012
Gok Wan's clothing range for Sainsbury's has helped the supermarket to have its biggest ever week of sales.
The TV fashion guru is now on his fourth collection for the store, which it predicts will be his most successful yet.
The How To Look Good Naked presenter's line is based on his popular philosophy of affordable and wearable.
Gok wonder: The latest collection for TU at Sainsbury's includes this two-tone pleat front vest (22) and charcoal skinny jeans (28), left; and pink waffle shell top (25) and white capri-length pants (28), right
How to look good naked: Gok Wan is now on his fourth collection for Sainsbury's, in collaboration with its TU label
Pink passion: Printed shell top (20), cardigan (28) and capri pants as before, left; white shell top (20) and printed circular skirt (30), right
Style of the stars: Gok with a model wearing his sparkly second collection for Sainsbury's
His latest collaboration with the TU label at Sainsbury's includes a 25 pale pink waffle shell top and 25 white capri pants.
The stylish, summery designs, which cost between just 20 and 45, have been flying off the shelves.
37-year-old said: 'Each item gave me a unique opportunity to go back in
time to 1950’s Hollywood and play with the chic style of the screen
sirens I have adored my entire life.
'I wanted to create a range that celebrates gorgeous feminine curves and invokes the effortless sophistication of the era.
adding flair to work wear or dressing up for cocktails with the girls,
the versatile pieces will flatter all women’s fabulous figures for any
'These pieces will give every woman the opportunity to be her very own Marilyn.'
Sales at Sainsbury's stores rose 1.4 per cent in the 12 weeks to June 9, its fiscal first quarter.
This was a slowdown from the previous quarter, however, as the pressure on household incomes and wet weather dampened the boost from the Jubilee.
The supermarket giant remains behind Wal-Mart's Asda and industry leader Tesco in terms of UK market share, but said it had outperformed rivals in the run-up to the Jubilee, helped by bumper clothing sales.
Gok's fourth collection also includes skinny jeans, maxi skirts and wrap dresses in shades of pink, white and charcoal.
The styles, available in sizes 8-22, feature dropped hemlines, hidden support slips and tailored shoulders to help flatter all shapes.
Gok recently swapped fashion for food when he launched his Chinese cookery show last month.