Susanna Reid and Ben Shephard host Good Morning Britain

Susanna Reid and Ben Shephard host Good Morning Britain

Ex-Beeb presenter Susanna Reid became an overnight style icon as Britons flocked to steal the look she showcased on new breakfast show Good Morning Britain.

The news comes off the back of red dress sales figures from brands of N Brown Group plc., the internet and on-line catalogue and stores retailer, which include JD Williams, Simply Be and Marisota.

As ITV’s brand new morning show went live on Monday the retailer saw an unprecedented 17% rise in sales of red dresses.  

Inspired by Susanna’s eye-catching fire engine red dress with bat-wing sleeves, Britons took to their phones and laptops in droves. The presenter who has often been criticised for her sexy sofa-wear on BBC Breakfast also wore black stilettoes and had her dark hair down over her shoulders.

Linda Quinn, Trading Director, JD Williams says: “There’s been a huge build up about the launch of Good Morning Britain, and if our sales of red dresses are anything to go by, Susanna has been a hit.

“We experienced an unusually high spike in sales of red dresses from 6am on Monday, all the way into the evening.”

Style Psychologist Kate Nightingale comments on Susanna’s crimson choice for launch day. ‘The colour red is an energising shade. Depending on the context, wearing it symbolises power and confidence.

“In Susanna’s case, it’s clear that she is putting herself forward as a strong leader. While the colour is powerful, she has chosen a high neckline to ensure it is not misconstrued as sexual - which wouldn’t be appropriate for morning TV. 

“Red is also often associated with prestige, or special occasions exemplified by the phrase ‘rolling out the red carpet’. Monday was a big day for Susanna and her clothing indicates that she was celebrating the occasion.”

Sales figures from the N Brown Group also indicated that women of all sizes will be working Susanna’s red-hot look in the coming weeks with the most red dresses ordered being a size 16. 


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But it wasn’t just Susanna influencing Britain’s style this week, ex-Sky News Sunrise presenter Charlotte Hawkins also made a splash causing a 8.5% lift in sales of navy and royal blue dresses.

Continues Linda Quinn from JD Williams, “If you look at the presenter panel from Monday, you will soon realise their sartorial choices were no mistake.  There was a distinctive patriotic feel with Susanna in red, and Charlotte in blue, punctuated by the white shirts and blue ties worn by both Ben and Sean.

“This was a subtle but wonderful nod towards the nation’s flag – we loved it and our stats show that British viewers loved it too.”

JD Williams asked customers to vote for their favourite British breakfast style icon of all time resulting in BBC weather girl Carol Kirkwood and morning TV legend Angela Rippon coming out on top. 


Lorraine Kelly

Carol Kirkwood

Angela Rippon

Susanna Reid

Louise Minchin

Holly Willoughby

Fiona Bruce

Denise Van Outen

Kelly Brook

Kate Garraway

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