EXCLUSIVE: Oliver Cheshire models M&S's quintessentially British collection as men's trunks sales soar 50 per cent (that wouldn't be anything to do with Oliver's abs, now would it)
16:34 GMT, 18 April 2012
As the storm clouds gather and a stiff breeze hurries up and down the nation's high streets, summer seems a long way off. But at M&S, it would seem shoppers are already getting into the holiday spirit.
The high street store has reported seeing a 50 per cent rise in the sales of men's swimwear compared to last year, with sales of all styles exceeding expectations.
The swimwear line, currently modelled by Oliver Cheshire, is part of a collection of quintessentially British holiday staples recently unveiled by the store.
Flying the flag for Great Britain: Marks & Spencer is celebrating this special year with a truly British collection of summer blazers, crisp polos and chino shorts
Beach bum: Oliver is the new model for M&S menswear and the high summer collection
boyfriend to 21-year-old singer Pixie Lott, models a selection of blazers, polo shirts and warm summer jumpers on
The predominantly red, white and blue collection has been
created to tie in with this triumphant year for Britain, a year that
sees the Queen celebrate her Diamond Jubilee and the much-awaited
Olympic Games unfold.
M&S said that this season's menswear collection
celebrates current British classic style with 'key heritage pieces'
translated in to a collection of 'essential wardrobe staples'.
'The high summer styles capture a true authentic sport collection of
jerseys, Oxford shirts and smart cotton chinos and chino shorts, with a
real emphasis on confident classical pieces,' they said.
Tony O’Connor, Head of Menswear Design at M&S added: '2012 is a very exciting year for Britain, and this season's menswear collections celebrate British classic style with fresh design updates for the High Summer season.
'With so many exciting events coming up in the calendar, we wanted to offer a strong, statement collection of summer essentials that can be mixed and matched and worn throughout the summer months'.
All white: M&S say their quintessentially British collection is set to mark the summer of celebrations ahead of the Queen's Diamond Jubilee
Celebration: Oliver models the predominantly red, white and blue: Polo, 14, 10th anniversary Harbour jumper, 39.50; sunglasses, 12.50
Smart for summer street parties: Oliver wears blazer, 99, harbour polo, 14, and tie, 19.50
And THAT swimwear collection that is flying off the shelves…
In the buff: Oliver Cheshire also models M&S's swimwear collection, which has seen sales soar by 50 per cent
Naturally fit: He may have chiselled abs, but
Oliver has a fondness for junk food – admitting on his Twitter feed to
eating an entire pack of custard cream biscuits
Young love: Mama Do singer Pixie Lott, 21, has been dating 23-year-old Oliver for eighteen months
Visit Marks & Spencer to shop the range.