By now, everyone is familiar with the 'Holly Willoughby effect'.
Thanks to her popularity on ITV's This Morning and 8.4 million Instagram followers, any brand the TV golden girl wears enjoys an upsurge in sales. Like the Princess of Wales, Holly has an innate ability to sell clothes.
Over the past few weeks, however, Holly has been showcasing something new - the Holiday Holly effect - a summer adjunct to the year-round phenomenon that sees the mother of three in an enviable capsule wardrobe for the beach.
On holiday in Portugal this summer, Holly, 42, swapped the brightly coloured midi dresses and printed separates she wears on This Morning for корисна інформація a raft of looks that are more laid-back in style, but equally covetable.
Holly herself may divide opinion, but most women would concede her wardrobe choices are unassailable: even after the Phillip Schofield scandal broke in May, a £149 Ghost dress Holly wore on This Morning sold out on Marks & Spencer's website within hours.
Not surprisingly, Holly was signed up as an M&S brand ambassador in 2018, in a deal thought to be worth a cool seven figures.
Her floral Phase Eight number, £110, worn in July, and a white New Look frock, £12, spotted earlier this month, have also seen an uptick in sales.
Over the past few weeks, Holly has been showcasing something new — the Holiday Holly effect
When it comes to beach dressing, Holly's choices are pitch perfect.
Take her choice of swimsuit. Anyone feeling nervous about donning swimwear this summer need look no further than Holly. She is pictured in a Hunza G swimsuit. Costing £160, Holly's 'Domino' swimsuit certainly isn't the cheapest she could have chosen, but it's one of the most flattering
On holiday in Portugal this summer, Holly, 42, swapped the brightly coloured midi dresses and printed separates she wears on This Morning for a raft of looks that are more laid-back in style, but equally covetable
When Holly was pictured wearing a pale yellow sundress by British independent label Albaray (£89, albaray.co.uk) while shopping in Portugal, the style swiftly sold out
And when Holly was pictured wearing a pale yellow sundress by British independent label Albaray (£89, albaray.co.uk) while shopping in Portugal, the style swiftly sold out.
'We're always thrilled when Holly chooses to wear Albaray,' admits Karen Peacock, the brand's founder and creative director.
'The yellow dress was a great style and ideal summer shade that quickly sold out when she wore it.'
When it comes to beach dressing, Holly's choices are pitch perfect. Take her choice of swimsuit. Anyone feeling nervous about donning swimwear this summer need look no further than Holly.
Strolling on the Algarve's golden sand, she proved that nothing beats a simple black one-piece.
Her swimsuit is by Hunza G, a brand that was relaunched in 2015 and has become known for its figure-flattering, body-sculpting crinkle-stretch fabric.
Costing £160, Holly's 'Domino' swimsuit certainly isn't the cheapest she could have chosen, but it's one of the most flattering.
Given that she is rumoured to be signing a new ITV contract 'any day now' - one alleged to be 'even more lucrative' than her current £700,000 salary - she can well afford to shell out three figures on a costume.