Debenhams and the Royal National Institute of Blind People (RNIB) have joined forces to help blind and partially sighted men and women to shop more independently. This new service was inspired by Gok Wan's Channel 4's How to Look Good Naked disability specials that were broadcast last year.

The leading high street store has trained its personal shoppers to give them a greater understanding of the needs of its blind and partially sighted customers. The service will be available across Debenhams 134 stores in the UK and the Republic of Ireland.

This pioneering training resource, developed by RNIB, follows the same principles Gok Wan used in the How to Look Good Naked series. In one of his disability special programmes, Di Cram from Exeter who lost her sight in her 20s, was given a fashion makeover. Gok helped Di, who had not seen herself in over 25 years; rediscover her own sense of style, her body shape and ultimately her femininity.

All Debenhams personal shoppers have now undertaken the training and will employ imaginative and innovative techniques to describe colour, cut and shape of the clothes, bringing the "Gok effect" to thousands of blind and partially sighted women.

Di Cram, commenting on the new Debenhams service, said: "I'm delighted that Debenhams & RNIB has launched this new service for blind and partially sighted people. It is much needed and long overdue."

"There are so many barriers in shops - I never used to bother as it was a real hassle. When I did need new clothes, I had to rely on my daughter to choose things for me. However, after being 'Goked', I not only re-discovered my love of fashion but also a sense of self and my confidence has grown immeasurably as has my credit card bills!"

Lesley-Anne Alexander, Chief Executive of RNIB said of the launch: "It makes strong commercial sense for retailers to encourage blind and partially sighted people into their stores. RNIB's own recent research shows that 76% of blind and partially sighted people said that finding things in shops was "difficult" or "impossible" so clearly there is a desperate need for this service."

"We're delighted that Debenhams is the first retailer to introduce this service into their stores and would like this initiative to be taken up by other large and small retailers on the high street in the near future."

Soleta Oliver, Commercial Manager of Store Services at Debenhams, said: "Debenhams have always been a high street pioneer in terms of offering a diverse approach to the shopping experience, and the best service we can to disabled customers. This additional service for blind and partially sighted people is extension of that."

"We are delighted to be working with RNIB on this innovative service. We are confident that it will make a real and positive difference to blind and partially sighted peoples' shopping experience in our stores."