Nick Grimshaw appointed ambassador of London Collections: Men - The Guardian (blog)

Radio 1 DJ Nick Grimshaw, who will be ambassador of London Collections: Men, at the Giles show during London fashion week, September 2013. Photograph: Beretta/Sims/Rex

Nick Grimshaw has been appointed ambassador of London Collections: Men, in a move that the British Fashion Council hopes will capitalise on the burgeoning success of the British menswear week, now in its second year.

The Radio 1 DJ joins fellow presenter Dermot O'Leary, David Gandy and Tinie Tempah as the celebrity arm of the menswear committee to champion British designers and support London Collections: Men.

It's a shrewd appointment by the BFC. Grimshaw's signature style is laid-back – leather jackets, T-shirts, denim – but he gives good red carpet and isn't afraid to experiment. His approachable nature contrasts fashion's standoffish reputation and will help make London Collections: Men a more inclusive event. Most importantly, he brings a sense of fun to proceedings (and fashion, after all, should be fun): earlier this year he snapped himself dressed as pal Alexa Chung, and most recently took the stage at the Teen Music Awards, dressed in a leopard-print coat, as Rita Ora.

Nick Grimshaw photographed at the
Roundhouse in London, 2013 Photograph: Tom Dymond/REX

Dylan Jones, chair of London Collections: Men, said: "We are thrilled that Nick Grimshaw has become an ambassador for London Collections: Men, as his innate style, his enormous influence and his enthusiasm for British fashion makes him a perfect choice."

Already a regular at London fashion week, Grimshaw is can often be seen front row at Giles, Fashion East and at close friend Henry Holland's show. He recently presented the Channel 4 show Style the Nation, a nationwide search for budding stylists to work with high-street retailer New Look.

• London Collections: Men AW14 will run from 6-8 January 2014.