A TOWIE reality TV star headed to Watford for a photoshoot after she teamed up with a high street shop.

Gemma Collins has partnered with TK Maxx to promote the new trend – quiet luxury.

Quiet luxury is about sophisticated, low key, and timeless clothing often associated with neutral tones, soft and tactile materials, and a polished aesthetic.

Watford Observer: Gemma Collins exploring the quiet luxury in Atria Watford's TK Maxx. Gemma Collins exploring the quiet luxury in Atria Watford's TK Maxx. (Image: TK Maxx)Gemma, also known as the GC, headed to the TK Maxx store in Atria Watford, where she was pictured in two outfits.

Watford Observer: Gemma Collins leaving the Atria Watford TK Maxx store. Gemma Collins leaving the Atria Watford TK Maxx store. (Image: TK Maxx)She said: “Everyone knows I’m a big personality with a bold personal style to match, but I wanted to shake things up in the most unexpected way and show everyone the GC can tone down her look, without toning down her character. 

Watford Observer: Gemma said she would tone down her look but not her character.Gemma said she would tone down her look but not her character. (Image: TK Maxx)

“Neutral colours and simpler pieces are obviously worlds apart from my usual look, but I’ve genuinely loved seeing how I could do quiet luxury – who knew I could ever do anything ‘quiet’ eh?

Watford Observer: Gemma said she wanted to shake things up with her new look.Gemma said she wanted to shake things up with her new look. (Image: TK Maxx)“Everyone knows TK Maxx offers quality brands at prices that don’t break the bank so more of us can look high end without the high cost!”

The Atria TK Maxx branch only opened on July 27.