Britain’s Got Talent star Perri Kiely has been announced as a new brand ambassador for Glasses Direct. Kiely became famous after his dance group, Diversity, won the competition in 2009 with their high energy street dance routines.

Having worn glasses throughout his performances, Kiely explained that eyewear was part of his identity: ‘I don’t feel like myself when I’m not wearing them, which is why I prefer them to wearing contact lenses.'

‘Glasses are no longer just a symbol of professionalism or intelligence like they were 10 years ago,’ he added.

David Hutchfield, Glasses Direct’s head of professional services, told Optician: ‘We’re delighted to be partnering with Perri. He’s a huge advocate of having different glasses for different looks and a great fit for our brand.’