Exclusive First Look: Holly Willoughby’s Latest M&S Denim Collection Has Landed

If ever there were a high street success story, it's surely the coup that was M&S' recruitment of Holly Willoughby. Announced in September last year, Holly's edits for the brand have been a sell-out success, with M&S reporting that she has increased brand awareness by a staggering 50 per cent. Tomorrow marks the arrival of her fourth collection, which she will launch later today at Westfield White City in London wearing – of course – some of her favourite picks from the edit.

"This edit has been really fun to pull together," said Holly of the 15 pieces she has selected. The focus for this spring is denim, with a whole host of throw-on midi dresses, ruffle detail shirts and button down mini skirts – apparently a bestseller for M&S, which is why there has been one in every Holly edit so far in all sorts of iterations, from plaid to PVC.

"I have always loved the simplicity of a denim dress and I live in a high waisted skinny jean at the weekend," Holly continued. "I am a huge fan of wearing different denim pieces together – effortless but with a cooler edge. If top-to-toe denim isn't for you, add a crisp white tee and a simple ankle boot, for a classic look that will see you through season after season."

Indeed, the pieces all feel on-trend – zip-front boiler suits and Western-inspired details on clothes and accessories, for example – but still with longevity. They don't feel too trend-led and, therefore, transient; the flared midi dress, in particular, is one of those things you'll reach for day after day.

Classic breton tops come in at just £8.50, while the dresses are under £50. The most expensive item is the boilersuit – at £55 – ensuring everything is super affordable.

Launching online and in 71 stores across the country on 26 February, the fourth instalment of Holly Willoughby's M&S takeover looks set to be just as successful as its predecessors. Fingers crossed it doesn't sell-out before we all get our fill.