As JD Williams continues to champion the visibility of midlife women, Gok Wan has been appointed as the inclusive fashion retailer’s new brand ambassador.

Gok Wan will collaborate with JD Williams’ in-house team to enhance seasonal campaigns and style shoots, provide fashion tips to customers, and participate in interviews and brand advertising. His role will focus on helping midlife women embrace their style with confidence.

According to a recent JD Williams customer survey, 44 per cent of respondents expressed a desire to receive fashion advice from Gok, citing his entertaining personality (55 per cent), familiarity with his personal life (25 per cent), relatability (16 per cent), and general interest in his content (33 per cent). Additionally, the surveyed women view Gok as trendy (48 per cent), stylish (45 per cent), unique (44 per cent), and inspirational (33 per cent).

Known for his fashion makeovers on shows like How to Look Good Naked, Gok Wan will also participate in a special competition launched in partnership with JD Williams. The retailer is offering three lucky customers the chance to win a makeover with Gok, along with £1,000 worth of fashion products, a stay in a luxurious London hotel, and a stylish dinner.

Sarah Welsh, CEO of Retail at JD Williams, commented, “We’re excited to welcome Gok Wan as our new brand ambassador. JD Williams is dedicated to making midlife women feel exceptional, and Gok’s warm energy, confidence, and style advice align perfectly with our mission. Our research indicates that our audience adores him, and he shares our commitment to providing high-quality, in-house designed fashion and products.”