text: Forget sober black and charcoal grey. Pink is the new colour of choice for high-achieving women in the world of politics and showbusiness and the style is now spreading to the high street. Those championing pink include Christine Lagarde, the first female chief executive of the International Monetary Fund, and Plaid Cymru's Leanne Wood, who chose a bright shade of the colour  for her live election debate last Thursday. The pair are among a host of powerful women reaching for different shades of pink, according to The Sunday Times newspaper. Scroll down for video . Christine Lagarde, the first female chief executive of the International Monetary Fund, left, in a pink Chanel suit and Plaid Cymru's Leanne Wood, right, chose hot pink for her live election debate last Thursday . The sudden rise in use among powerful women is said to be down to the way that the colour is perceived - it used to be a girly but is now considered an appropriate shade to wear to a business meeting. In an interview with the newspaper the managing director of image consultants Colour Me Beautiful, Veronique Henderson, said: 'Pink was for a long time viewed as a girlie colour. It was seen as romantic, not serious in business, but that has changed.' Style icon Samantha Cameron is also a big fan of the colour - she chose a pale dusty pink silk top on the campaign trail for the local and European elections last May. Meanwhile, on daytime television both Lorraine Kelly and Ruth Langsford can regularly be seen in pink dresses while presenting their ITV TV shows. Samantha Cameron opted for  a pale dusty pink silk top on the campaign trail last May . ITV presenters Lorraine Kelly (left) and Ruth Langsford (right) have both been seen wearing different shades of pink . From left: Holly Willoughby, Katherine Jenkins and actress Scarlett Johansson are among the latest celebs sporting pink . Last month Holly Willoughby was pictured arriving for a recording of the TV show Celebrity Juice in a pastel pink knee length coat, and both Katherine Jenkins and Scarlett Johansson have favoured hot pink for recent appearances - Katherine for a recording at ITV's studios in December and Scarlett at the MTV movie awards last week. The high street is responding to the demand for pink with Topshop, Next, H&M and Marks & Spencer all featuring pink in their spring and summer collections. Belinda Earl, M&S creative director told the Sunday Times: 'Pink can create a powerful daytime to evening look and can be styled in multiple ways to remain feminine without being overly girlie.'
target: Holly Willoughby, Katherine Jenkins and Samantha Cameron all wear pink .
  Spring/summer collections are awash with different shades of the colour .
  According to experts, stronger pinks show confidence, energy and power .