Holly Willoughby’s dresses are often from one of these 12 fashion brands

This Morning presenter Holly Willoughby's dresses are cool, stylish and timeless. We reveal her go-to fashion labels

Holly Willoughby's dresses in a collage image
(Image credit: Future)

Holly Willoughby's dresses are often much admired by fans, eager to recreate her signature, elegant style. It’s not every daytime television presenter who becomes a bona fide trendsetter, however, when it comes to Holly, that’s exactly what she is. 

The This Morning co-host shot to style stardom when she wore a rainbow sequin Ashish dress for an appearance on The Jonathan Ross show in 2017. The stunning garment sent fashion fans into a frenzy and paved the way for many more covetable dresses to come. 

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Happily for us, Holly’s sartorial taste doesn’t always involve a four-figure price tag. In fact, she’s a big fan of the high street, often wearing pieces from the likes of Zara, Ghost, & Other Stories, and Nobody's Child. Styled by Danielle Whiteman, her looks center around fitted silhouettes with feminine detailing such as puffed sleeves and ruffles, and matchy-matchy color palettes. If you want to emulate the TV star's style but need a little confidence boost, we'd recommend pairing Holly's dresses with a piece of the best shapewear.

Holly is a constant source of style inspiration, and the TV star gives her followers a look into her everyday wardrobe (including all her best dresses!) on Instagram. Creating stampedes to snap up her latest outfit, Holly has the power to make items sell out at record speed, but we've found her 12 go-to brands below. And you can shop them right now. 

Where to buy Holly Willoughby's dresses

1. Rixo

Holly's go-to for ditsy print dresses

Specifications

Price point: £££
Size range: XXS/UK6-XL/UK16
Delivery options: Standard 1-3 Working Days (over £100) -FREE, Standard 1-3 Working Days - £5, Next Working Day - £9

Reasons to buy

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Gorgeous unique prints
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Occasion wear dresses you'll get the wear out of
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Investment dresses worth saving up for 

Launched in 2015, Rixo helped introduce the idea of the mid-spend dress, offering flattering and original printed silk midis for between £200 and £300. The brand is a fashion editor's favorite and Holly is also a devoted fan, often reaching for pretty floral styles while on the sofa with Phillip Schofield. 

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2. Ghost

Holly's choice for charming vintage style dresses

Specifications

Price point: ££
Size range: XS-XL
Delivery options: Standard 3-5 Working Days - FREE, Next Working Day - £7, Next Working Day (over £300) - FREE

Reasons to buy

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Flattering cuts to suit different shapes
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Also great for wedding, bridesmaid and guest dresses
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Signature shapes in different colors and prints

If you're after dresses to hide a tummy, Ghost is a good option to have on your list as their range is full of loose floaty frocks. Since relaunching with a new design direction in the 2010s, Ghost has become a destination for eye-catching yet wearable dresses with a vintage appeal. Many of Kate Middleton's dresses are also from this brand. Recently it has become a favorite for Holly, who has worn a number of the brand's dresses while on This Morning. Many of them promptly sell out but they do sometimes come back in stock so it's worth checking back.

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3. Kate Spade

Holly's pick for sophisticated structured pieces

Specifications

Price point: ££
Size range: 2-20
Delivery options: Standard 3-5 Working Days (over £100) - FREE, Standard 3-5 Working Days (under £100) - £3, Express 1-2 Working Days - £8

Reasons to buy

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Designer dresses without a four figure price tag
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Retro silhouettes
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Perfect prints for work or weekends

Blasting onto the fashion scene in the nineties, Kate Spade became known as the purveyor of affordable ‘IT’ bags (everyone from Gwyneth Paltrow to Sarah Jessica Parker had one). The brand is far from a one-trick pony: its dresses also pack plenty of style appeal, as displayed by Holly when she posted a picture to Instagram of her wearing the burgundy cloud dot shirtdress. Holly matched the pink spots with a pair of pointed-toe courts. 

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4. Whistles

Holly's go-to for smart everyday staples

Specifications

Price point: £££
Size range: 4-18
Delivery options: Standard 5-7 Working Days - FREE, Next Working Day (under £400) - £6, Next Working Day (over £400) - FREE

Reasons to buy

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Styles that are perfect for work
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Premium quality with a high street price tag
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Pieces that'll stay in your wardrobe for years to come

When looking for smarter style dresses that still have fashion-forward appeal, Whistles is the number one choice. So it’s no small wonder that Holly relies on the British brand for pulled-together looks when making television appearances. The star shared an Instagram selfie to show off her summery black and white Yasmin polka-dot mini dress, which she paired with elegant point-toe beige courts—but which could just as easily be styled with knee-high boots and a chunky knit for a more winter-friendly option. Never one to shy away from bold color, Holly also wore the brand's yellow Isla Dandelion dress with a pair of CM Jewellery Designs earrings.

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5. Zara

Holly's favourite for socially trending frocks

Specifications

Price point: £
Size range: Dependant on item
Delivery options: Next Working Day (under £50) - £3.95, Next Working Day (over £50) - FREE, Next Working Day at drop-point (under £50) - £1.95, Next Working Day at drop-point (over £50) - FREE

Reasons to buy

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Trend-led dresses 
+
Great range of prices and styles
+
Everyday, evening and occasion dresses

It would seem even celebrities aren’t immune to a Zara lunchtime dash, as Holly showed her love for the brand with a purple printed mini dress that sported a ruffled hem from the Spanish chain. She teamed the dress with sheer Heist tights and black heeled boots from & Other Stories. After the dress was posted on Holly’s Instagram account, it flew off the shelves, however, Zara is constantly coming out with similar printed styles that we can all make the most of.

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6. Jane

Holly's royal-approved choice for elegant daywear

Specifications

Price point: £££
Size range: 6-18
Delivery options: Next Working Day - £10, Saturday - £15

Reasons to buy

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Retro cuts with collared and belted dresses
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Premium fabrics
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Midi to maxi dresses

Founded in 2001 by Jane Lewis, Jane has become synonymous with premium quality and elegant, timeless style. It is a go-to brand for the Royals (both Duchesses Sussex and Cambridge are fans), and Holly opted for the floral print, fluted-hem Kalista dress when interviewing comedian Michael McIntyre on ITV's This Morning. Ringing in at £650 it’s certainly not the thriftiest of buys, but the classic silhouette and versatile print mean it’s a true wardrobe keeper.

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7. Anthropologie

Holly's go-to for boho prints

Specifications

Price point: ££
Size range: XS-XL
Delivery options: Standard 3-5 Working Days (over £50) - FREE, Standard 3-5 Working Days (under £50) - £3.95, Next Working Day - £6

Reasons to buy

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Fun, boho styles that are great for summer
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Extensive range of prints 
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Dresses to wear across all seasons

Although it might be more readily known for its beautiful interiors offering, Anthropologie is also a treasure trove for stylish dresses that won’t be found anywhere else on the high street. Case in point—the Annette dress that Holly sported, which features a classic midi style, puffed sleeves, and an unusual pansy print that all make it a statement piece. It also has matching face masks and hair ties if you want to go for the full look.  

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8. Réalisation Par

Holly's choice for slick on-trend dresses

Specifications

Price point: £££
Size range: XXS-XXL
Delivery options: Standard 1-2 Working Days (over £250) - FREE, Standard 1-2 Working Days (under £250) - £6

Reasons to buy

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Amazing summery styles
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Luxe satin fabrics
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Recognisable prints 

Insta brand Réalisation Par became the label to know in 2018 when its leopard print Naomi slip skirt was spotted on trendy celebrities, influencers, and fashion editors around the globe. Fast forward to today and it remains a destination for dresses with cool-factor. Holly demonstrated this perfectly when she wore The Alba slip in dahlia print, which she styled for autumn by layering it over the top of an & Other Stories white Victoriana shirt and teaming it with tan leather boots by Maje.

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9. Coco Fennell

Holly's pick for playful prints

Specifications

Price point: ££
Size range: Dependant on item
Delivery options: Standard - £4.95

Reasons to buy

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Fun, clashing prints
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A go-to for midi and maxi dresses
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Long-sleeved occasion wear dresses


While you might not have heard of Coco Fennell, if you’re a dress lover, it’s one to get familiar with. Launched in 2011, the British brand specializes in flattering retro-inspired frocks made in small batches to limit waste. Holly wore the ultra-feminine Rose Loren Dress for a This Morning appearance when she styled it with her favorite beige court shoes from Gianvito Rossi. While the brand is constantly changing their styles with the seasons, they do continue to offer a selection of dresses that have the same fifties silhouette, with an equally kitsch print. 

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Holly's no.1 for flattering high-street frocks

Specifications

Price point: £-££
Size range: Dependant on item
Delivery options: Standard 5-8 Working Days (over £90) - FREE, Standard 5-8 Working Days (under £90) - £4

Reasons to buy

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Dresses to suit all styles
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Attention-to-detail mini, midi and maxis
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Flattering cuts with puff sleeves, belts and sleeves

A key brand in Holly’s wardrobe, & Other Stories often features in her on-screen looks. The presenter has previously been seen in their pretty black and white puff sleeve midi dress that has a knee-high split, as well as a purple floral midi dress number. This style seems to be a staple for the chic high-street brand with enviable designs hitting the shelves each season, but they're also a great source of winter fashion as the brand has a strong offering of slimming dresses with sleeves to keep you warm but stylish all season long.

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11. French Connection

Holly's choice for eye-catching comfort

Specifications

Price point: ££
Size range: 6-16
Delivery options: Standard 3-5 Working Days (over £50) - FREE, Standard 3-5 Working Days (under £50) - £3.95, Next Working Day - £5.95, Weekend - £7.95, Mon-Fri pre-12pm - £7.95

Reasons to buy

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Everyday designs
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Perfect for work, weekends and everything in between

A cult brand in the late nineties thanks to its controversial FCUK campaign, French Connection has struggled to keep its top-dog status on the high street in recent years. However, with strong more recent collections, this is set to change. One of the standout pieces Holly has been seen wearing is the Elao Verona crepe mid, which sports a versatile midi shape that works just as well with the smart stilettos with which she teamed it as it would with knee-high or ankle boots. And it's not just dresses where this high-street icon excels, they also offer some of the best jeans around - so might be a good excuse to stock up on your denim too.

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12. Needle & Thread

Holly's go-to for fancy frocks

Specifications

Price point: £££
Size range: 4-22
Delivery options: UK Standard Delivery is £5.95 OR free for orders over £300 - Deliveries will be made within (1-3 Working Days)

Reasons to buy

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Stunning detail with lace and embellishment 
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Inclusive size range
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Occasion dresses to wear time and time again

Founded back in 2013 by Hannah Coffin who worked in the fashion industry for 10 years previously, Needle & Thread has since been a destination for gorgeous occasion wear frocks. With attention to detail at the forefront of design, each piece looks like it should come with a high-end designer price tag. Although still on the pricier side, you can get a mini or full gown for around £300. 

Holly often wears the brand for fancy occasions and TV appearances and often her stylist, Danielle, will rent the looks from rental fashion sites including Hurr, By Rotation, and My Wardrobe HQ so this is always an option to get to wear these stunning styles.

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Frankie Graddon is a fashion and beauty journalist and co-founder of @thewingwoman (opens in new tab), a weekly podcast and newsletter about thirty-something life, honestly. 


Frankie has over a decade of experience working as a writer, editor, podcaster and consultant. She has been a regular contributor to a number of high-profile publishers including The Telegraph, The Times, Grazia, You Magazine, Glamour and woman&home.


Frankie has interviewed numerous industry experts and celebrities, from Claudia Schiffer and Karlie Kloss to Sam McKnight and Trinny Woodall. She has also created content for numerous fashion and beauty brands including Liberty of London, Whistles, Kitri, Hush and more.