For all of you living outside the UK, Gok Wan might sound as an exotic dish or new craze of gym-tastic dance. However, we are talking about one of the fash-guys that is doing more for women to feel nice, sexy and fashionable on their own bodies.

Gok’s designs have been crafted with the same sort of philosophy and fervour he possesses while zooming around on his TV show, bringing out his diamonds in the rough. ‘How to Look Good Naked’ show is aimed to show women how to look fantastic with their clothes on or off no matter what their body shape.

Sainsbury’s will stock the debut Gok for Tu womenswear range, consisting of 28 items which he hopes will let women “feel confident, stylish and positive about their bodies, whatever their budget, size or shape”. Ever the philanthropic modist, his prices will be as feel good as the collection we can most confidently expect from him – each item will cost £20-£45.

You see, Gok Wan has designed a collection of 13 key pieces for the supermarket’s TU label – and with built-in shape-wear including hidden tummy flatteners and instant boob boosters, they are guaranteed to flatter every figure. Gok says: “With these clothes, I want women to flirt, flaunt and celebrate their curves. I’ve spent the last few months working through every detail and believe we’ve delivered attainable and affordable design like never before.”

With 30,000 pieces, in sizes eight-22, going into 200 stores on October 6, the collection is likely to be a sell-out success – especially as prices range affordable.

For now, Sainsbury’s are keen to keep the collection under wraps – but they have released one image of a vibrant red wrap dress, which will be on sale for £40.