JD Williams has appointed Gok Wan as the official ambassador for the retailer, coinciding with its 50th anniversary celebration.

This partnership is part of the retailers initiative to inspire midlife women to embrace their style.

Known for his fashion makeovers on shows like How To Look Good Naked, the television presenter and influencer will be involved in a unique competition organised by the brand.

As a result, the retailer will be offering customers a chance to win a makeover with the presenter, along with £1,000 worth of fashion products, just in time for Christmas.

This move follows the brand’s sponsorship of Channel 5’s ‘Inspired Living,’ which launched a campaign featuring Gok Wan, Judi Love, and Helen Skelton.

JD Williams, CEO of Retail, Sarah Welsh, said: “We’re thrilled to be welcoming Gok Wan to the JD Williams family as our new brand ambassador. JD Williams is all about making midlife women feel amazing, and Gok Wan does just that through his warm energy, confidence and style advice to the often-overlooked midlife woman.

“Gok Wan truly is the perfect fit for this partnership – our research showed that our target audience loves him, and he shares our passion for looking after our customers through in-house designed fashion and products for her and her home.”