White is the new black as a flurry of celebrities wearing the colour at awards ceremonies signal a new winter trend in the high street.
Sales from online fashion retailer Simply Be have soared despite demand for white and ivory outfits normally stagnating at this time of year.
Traditionally the colour is reserved for the hotter summer months, holidays abroad and brides.
The brand said sales of white hued dresses and separates had doubled over this time last year.
The trend had attracted favour with royal wife Meghan, Duchess of Sussex, who wore a white tuxedo dress during her royal tour of Australia and New Zealand while movie stars Lady Gaga, Margot Robbie, Glenn Close and Elizabeth Moss make it all white on the night at the Los Angeles Screen Actors Guild Awards.
In London Michelle Keegan, Tess Daly, Claudia Winkleman, Rochelle Humes, Jacqueline Jossa, Megan McKenna and Lydia Bright were among a stream of celebrities who also looked stunning in white at the National Television Awards.
Nicole Kidman went for an ivory blazer and tapered trousers at her new movie premiere in Australia.
Simply Be revealed online searches for white clothes, shoes and boots were up by over a third over the past four weeks in addition to sales rocketing.
Laura MacDonald of Simply Be said: “Winter white is seeing a big trend at the moment, where the colour was once reserved for warmer climates!
“Celebrities at home and in Hollywood have helped drive the trend which has definitely been reflected in our online traffic. We’ve seen a spike in searches and sales for white pieces, including shoes and boots.
“White brings a fresh spin on your winter wardrobe for the new year! Give a nod to the trend with one item like a white shirt, jeans or ankle boots.”
