When it comes to celebrities and their party-season attire, retail veteran Gerry Bratt knows more than most about what they want.

Mr Bratt, 52, is the owner of Impeccable, a favourite for formal menswear among the stars. He already counts television presenter Eamonn Holmes, celebrity publicity Max Clifford and ex-footballer Robbie Earle among his clients, and now his creations will be been seen by millions of viewers.

Mr Bratt fitted Max Clifford and Peter Elliot, charity director of the Entertainment Artistes’ Benevolent Fund (EABF), with their dinner jackets for the Royal Variety Performance which took place on Monday and will be televised later this month.

He tells People: “We hire and sell suits to the public. We want to make every customer feel as if they are a celebrity.”

What’s in vogue? “Items with a bit of sheen, and ties to match; something party-like — something sparkly.”

Mr Bratt has been in retail for 35 years. He set up Impeccable six years ago and runs it with his wife, Karen. There are branches in Hatch End, Middlesex and Weybridge.