Joan Collins loves M&S: Dynasty star, 90, jokes that she 'keeps the business afloat' as she sends pictures of her clothing purchases and trolleys filled with food to the company's chief executive

Chief executive Stuart Machin gushed over the Dynasty star Joan CollinsHe said: ' Number one, I think she's an icon' and that she is 'so proudly British'Dame Joan is said to be especially fond of the M&S cashmere range

She may have a reputation for high-end designer glamour, but fashion icon Dame Joan Collins has a surprisingly down-to-earth style secret – she loves to shop at M&S.

Just like millions of ordinary British women, the Dynasty star enjoys rifling through the chain’s clothing rails and cruising its food halls, according to Marks and Spencer chief executive Stuart Machin.

He revealed that the star, who turned 90 last week, even sends him pictures showing what she’s buying – and jokes that her spending is keeping the business afloat.

‘She sent me a WhatsApp the other day, ‘Just to let you know I’m keeping you going’,’ he told The Mail on Sunday. ‘She sent me her trolley of shopping.’

The admiration cuts both ways, with Mr Machin gushing about his famous customer. ‘Number one, I think she’s an icon. Number two, I think she is so proudly British, and I love that she is vocal. I love that she is passionate about our country. I love her whole demeanour and style. But I love even more that she is a huge fan of M&S. She shops at M&S all the time. She buys everything, food and clothing. I think she is an absolute star and a legend.’

Mr Machin’s friendship with Dame Joan became public in February when she complained she had almost been mown down by a cyclist while on her way to dinner with the M&S boss in London. Luckily, she arrived unscathed to join a gathering which included actor Christopher Biggins and Mamma Mia! musical producer Judy Craymer.

Joan Collins (pictured) is said to be especially fond of the M&S cashmere range

Dame Joan is said to be especially fond of M&S cashmere. Cardigans and jumpers at the high street store cost less than £100, compared with around £900 from luxury labels.

She also relies on the chain for her pyjamas. A pair of M&S cotton striped PJs costs £30, compared to a designer such as Paul Smith, whose signature stripe set costs £270.

The actress previously had a deal with M&S to sell her Timeless Beauty cosmetics range through its stores, and has also appeared in adverts for the retailer.

Dame Joan is not alone in her enthusiasm for shopping at Marks, with Mr Machin last week announcing that sales have risen almost ten per cent in the past year.