Holly Willoughby is ITV’s golden girl, currently finishing up her first ever series of I’m A Celebrity before she heads back to the This Morning sofa with Phillip Schofield.
But fans of the presenter might have noticed a particular change in her style, which seems to reflect her rise to fame.
Because Holly – once nicknamed ‘Holly Willoughbooby’ for her racy outfit choices – has stopped flashing the flesh of late, choosing instead to stick to higher necklines and less form-fitting dresses.
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Holly’s undergone a style revolution in recent years
And her wardrobe shakeup has paid off, too; Holly’s net worth now stands at an estimated £10million, and her star is only set to keep on rising on the back of her jungle stint.
"[Holly] made a conscious decision to put her cleavage away," a source told the Mail on Sunday .
"While she is proud of what she looked like then, she has transformed herself into something much more classy."
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She used to wear low necklines and lots of bodycon
Gone are the cleavage-goggling tops and bodycon dresses of just a few years ago, and in their place are classy button-ups, clashing separates and much more focus on her toned legs.
It’s believed Holly credits celebrity stylist Angie Smith for her new-found fashion acumen. Angie has been working closely with Holly for This Morning, and ITV even flew her to Australia to help Holly look camera-ready at all times in the I’m A Celeb jungle.
Angie’s thought to have advised Holly to swap her boob-baring outfits for more modest necklines, and switch the focus to her pins – hence the influx of short skirts, high-waisted shorts and leg-lengthening nude heels.
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Holly’s jungle wardrobe has involved lots of high necklines
"Holly was open to new ideas," Angie told the Daily Mail about when she first met Holly three years ago.
"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.’"
Holly’s significant weight loss also helped speed up her fashion makeover. While she refuses to discuss how she shed the pounds, her Pilates instructor has revealed that Holly took up the stretching exercise after the birth of her second child to tone up.
It’s a far cry from the wardrobe choices that used to get her in hot water – back in 2013 she was the subject of hundreds of complaints when she wore a plunging black gown on the series finale of The Voice.
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Holly got into trouble with The Voice viewers in 2013 because of this dress
She’s now hoping to land her own Vogue cover
(Image: James Gourley/REX/Shutterstock)
Now, with her Instagramable fashion choices that lead to instant sell-outs when she tags brands in them, Holly’s even looking to cement her position as a style icon by landing a front cover of British Vogue.
*I’m A Celebrity 2018 finishes tonight at 9pm on ITV