Where to buy Holly Willoughby’s pink checkered pinafore dress

Love the presenter's This Morning outfit today? Here's where to shop it

Her ensemble costs a cool £375, but we've found a more affordable dupe (The Independent)

Whether you’re personally smitten by her style or not, there’s no denying that Holly Willoughby’s This Morning outfits have now become as much of a talking point as any of the stories featured on the show itself.

Having been through countless wardrobe evolutions since her debut on the programme in 2009, the presenter's on-screen looks have evolved into a comfortable, covetable niche between high street and high-end that her fans are constantly rushing to emulate.

At the more affordable end of the spectrum, Zara, Mango, H&M, & Other Stories and of course, M&S (the home of her ongoing fashion sponsorship deal) feature heavily in the daily rotation. But Holly also often ventures into the pricier end of the high street (think Jigsaw, LK Bennett, Hobbs, Ted Baker and Whistles), as well as dipping her sartorial toe into cult mid-range designer brands including Maje, Sandro, Rixo, Ghost and Sezane. More recently, Holly has also chosen a number of pieces from rental platform HURR – a sensible move considering she rarely wears anything twice on screen anyway.

Read more: This sell-out Mango coat is loved by Gigi Hadid and Diane Kruger – we put it to the test

It’s not hard to see why her outfits are such consistent hits – she opts for classic silhouettes (well-cut midi dresses, flattering A-line skirts, tailored trousers and statement blouses aplenty) and predominantly neutral colours, which means when she does opt for a print or a pattern, the impact is even more effective. Brands report seeing almost instant spikes in searches when she wears a particular item, and often it will sell out before you can even track it down, but if you strike quickly, there are some serious Holly-inspired bargains to be had – and that’s where we come in.

In the name of all that is chic and shoppable, we’ll be showing you where to buy Holly Willoughby’s This Morning outfit today and every other day – plus any particularly purse-friendly dupes that catch our eye along the way.

You can trust our independent product selections. We may earn commission from some of the retailers, but we never allow this to influence choices. This revenue helps us to fund journalism across The Independent.

Where is Holly Willoughby’s outfit from and where can I buy it? 

Holly Willoughby's outfit today is the Trompe-l’œil tweed pinafore dress from luxury French fashion brand Maje, priced at a cool £375.

View this post on Instagram

A post shared by Holly Willoughby (@hollywilloughby)

The design actually comes with its own sheer removable blouse, which she replaced with a cosier white roll neck jumper with a feminine frill collar and cuffs, and black opaque tights and boots (a HW autumn/winter staple).

Trompe-l’œil tweed pinafore dress: £375, Maje – Buy now

(Maje)

If you love the look but not the price tag, try this tweed shift pinafore dress from Oasis – it might not have the luxe gold hardware and statement shape, but as it’s on sale now for just £36.75 and still in stock in all sizes, it’s a much more affordable twist on the trend. 

Multi tweed shift dress: £36.75, Oasis – Buy now

(Oasis)

Does Holly Willoughby wear her own clothes on This Morning?

Holly Willoughby has a stylist for This Morning who works with her to compile her wardrobe, rather than wearing her own clothes.

Speaking to Red in 2020, she revealed that putting together an outfit “hasn't always come naturally” – “for a long time, I was pretty clueless,” she admitted – and while her Instagram feed when she’s not working says otherwise, featuring an array of equally stylish ensembles in our books, this is likely why she looks to the expertise on the professionals on screen.  

Who is Holly Willoughby’s stylist?

Danielle Whiteman became Holly Willoughby’s regular This Morning stylist towards the end of 2020, replacing Angie Smith – Danielle is a previous assistant of Angie’s, who is now based in Sydney and expecting her first child.

Angie is often credited with having engineered Holly’s transformation to national fashion icon in recent years: “Holly was open to new ideas,” she explained during an interview withYOU magazine. “The main thing I wanted to do was get her into more colour – so we tried everything on and went from there. I remember her saying, “I’ve had my kids. I just need to change it up.””

How does Holly Willoughby do her hair? 

Holly Willoughby’s hair stylist is Ciler Peksah, who works with her for This Morning and Dancing on Ice, and seems to have well and truly mastered the ultimate wavy blonde bob. Previous products Ciler has said she’s used on the presenter’s hair for that signature swish include Batiste dry shampoo, T3 curling tongs and Aveda's damage remedy daily hair repair (£26, Lookfantastic).

Holly is also a Garnier Nutrisse ambassador, and during lockdown shared a clip of herself dying her own hair using the Natural Baby Blonde shade from the range, if you want to achieve the same shade.  

Where is Holly Willoughby from?

Holly Willoughby is originally from Brighton, East Sussex, and attended Burgess Hill Girls school. She now lives in south west London with her husband Dan Baldwin and their three children, Belle, Harry and Chester.