Sainsbury’s has struck a deal with TV stylist Gok Wan which will see the celebrity design womenswear ranges for its Tu brand.

The star of How to Look Good Naked will create several womenswear collections, the first of which will hit the shelves in autumn.

The collections will aim to reflect Wan’s philosophy of making women feel confident, stylish and positive about their bodies whatever the size or shape.

Wan said: “I can’t wait to get started; 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.”

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

“Over the next few years we will continue to dedicate more space to clothing, with new store openings and the development of existing sites.  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.  We’re looking forward to working with Gok and to learning new ways to make our shoppers look and feel fantastic.”

Sainsbury’s launched its Tu clothing range in September 2004. It now accounts for 3% of all clothing, footwear and accessory sales in the UK. Over the past five years, the retailer has seen its share of the £9.9bn value fashion market more than treble.