Monday, 7 March 2011

Try Something New Today…Maybe a Skirt by Gok Wan?

Sainsburys have just announced a new partnership with Gok Wan which will see clothes designed by the great man himself hitting the shelves this autumn.

The collections will reflect Gok's philosophy of making women feel confident, stylish and positive about their bodies, whatever their size or shape.

Gok 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."

Now I confess I like Gok. He’s like the cheeky best friend of your baby brother, warm, approachable and non threatening.

But whilst I followed every episode of his Feel Good Naked programmes, I have not had he same interest in either of the last two series. And this is largely to do with the “something he’s created”.

Even though Brix Smith-Start is incredibly irritating and looks like she could do with some style advice from Gok herself (and Nicky Clarke for that matter), she does have an eye for gorgeous clothing. Whilst Gok enthuses that his H&M jumper with bits of feathers sewn on looks just like Dior, it does in fact look like an H&M jumper with bits sewn on. And what will happen to most of these creations when they hit the washing machine?

Don't get me wrong, I like a bargain outfit as much as anybody but really, would anyone you know turn up at the school playground in some of his so called designs?

So I await his new collection with much interest. He clearly has an eye for style and I would hope that this would show through in well cut basics in neutral colours; classic yet stylish to flatter real women.

But this is Sainsburys where the average price is well below great cuts and good quality materials. Clothes that sell here need to grab your attention as you whiz around the aisles at breakneck speed. I suspect therefore we’ll see signature pieces and distinctive patterns that will define Gok and his brand. And whilst this may make for some great clothing at an affordable price do you really want everyone to know you bought your hot new top from a supermarket? That’s before you actually go out in it and see the world and his wife wearing the same thing. 

Whilst an allegiance with a supermarket certainly cashes in on his housewife appeal, I fear it will do little to make his designs credible in the world of fashion. Still, I will keep an open mind and watch with interest after all we do need to...Try Something New Today.
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