We already know that the Duchess duo of Meghan Markle and Kate Middleton has serious pushing power when it comes to fashion, but don't underestimate the Holly Willoughby effect. The This Morning presenter slash national treasure (who is soon to fill in for Ant McPartlin on another ITV colossus, I'm A Celebrity, Get Me Out of Here_)_ has emerged as a stealth fashion icon in the past year or so, mixing wearable, feminine styles from high street favourites with more directional pieces from higher-end designer brands such as Attico and Ashish. And, with her built-in prime time audience clamouring for details of each outfit (she posts credits for each look on her Instagram account, which has four million followers) she can cause an item to sell out in a matter of moments (just like Meghan or Kate).
It certainly makes sense, then, that Holly's latest high-profile gig is a new foray into the fashion industry, as a brand ambassador for Marks & Spencer. As part of this role, she has curated a special edit of 20 pieces from the store's autumn collection, titled Holly's Must Haves, including a bold pink coat, a tartan mini and a leopard print dress in a paler pink hue.
At the official launch for Holly's M&S edit, she opened up about how she approaches day dressing, and these are six of the lessons we'll be taking from her:
Comfort is key
'I've got to be comfortable. Gone are the days where I'll put something on and be forever tucking it in or pulling it down. I can't bear that – it drives me bananas. There is not enough time in the day to tuck yourself in 50,000 times.'
Invest in good quality fabrics
'Fabric is really important for me: I can't bear anything that's a bit itchy or a bit sweaty. [It's got to be] something that feels quality and really well made.'
Don’t be afraid of wearing pink – or any colour
'I think you should be able to wear pink and not just feel really girly: you should feel empowered in pink. There's this thing in our head that you have to wear black because it's super-flattering, and of course it's very chic but you shouldn't be afraid of colour at all. It can really lift you, like a flash on a camera. Just be a bit proud and a bit bold and a bit confident.'
Find your wardrobe building blocks
Holly's key pieces? 'High waisted trousers, a good pair of dark denim jeans that fit, a blazer (you can wear it over a dress, too), a shirt, a high waisted skirt.'
Don’t get hung up on sizing
'When we're trying on clothes, I think we really hold on tight to what size we are; we go, "Oh OK, so I'm a 12-14, or whatever size," but sometimes you'll find that even though you're a 12, you'll put on a jumper and it will be cut big and boxy, and you might think "I love this, but I'm going to wear it in a 10 or an 8 and then I'm going to tuck it in." So, ignore sizes and just try stuff on: wear it how you want to wear it, not how the size dictates.'
Break your own rules
'I used to feel like I could only wear a certain type of clothing, and you sometimes get stuck in a bit of a rut, wearing the same things over and over again – you create rules for yourself. Sometimes you've just got to go, "Right, I'm going to tear up that rulebook and I'm going to experiment – I'm going to find my trousers, my perfect t-shirt." I've got braver at trying different things: I didn't wear trousers until about two years ago. I thought that wearing a dress was way more flattering. Now I've found high-waisted trousers and who knew – they're the best invention ever.
Holly's Must Haves will arrive in store and online at Marks & Spencer from 27th September, but if her colourful coat has already caught your eye, you'll have to move fast: a sell out on the scale of M&S's 2016 collaboration with Alexa Chung is surely on the cards...