Holly Willoughby’s dresses are often from one of these 11 fashion brands

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

Holly Willoughby's dress is a floral print worn at the Fashion Awards
(Image credit: Getty)

Holly Willoughby's dresses are often much admired by fans. It’s not every television presenter who becomes a bona fide style setter, 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 frock, which retailed for a whopping £2,000, sent fashion fans into a frenzy and paved the way for many more covetable dresses to come. 

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 and & Other Stories.

Styled by celebrity stylist Angie Smith, her looks do centre around fitted silhouettes with feminine detailing such as puffed sleeves and ruffles, which compliment her hourglass figure. 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 if you’re looking for your next dress purchase it’s certainly worth taking a scroll through her Instagram account, where she regularly posts her latest wears. Alternatively, take a look at her 11 go-to brands below. 

Where to buy Holly Willoughby's dresses

1. Rixo

Holly's go-to for ditsy print dresses

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

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 favourite and Holly is also a devoted fan, often reaching for pretty floral styles while on the sofa with Phillip Schofield. 

2. Ghost

Holly's choice for charming vintage style dresses

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

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 favourite for Holly, who has worn a number of the brand's dresses while on This Morning. Over the past several months she's worn at least 4 Ghost dresses. Many of them promptly sell out but they do sometimes come back in stock so it's worth checking back.

3. Kate Spade

Holly's pick for sophisticated structured pieces

Price point: £££ - ££££
Size range: UK2 - UK20
Delivery options: Standard 3-5 Working Days (over £100) - FREE, Standard 3-5 Working Days (under £100) - £3, Express 1-2 Working Days - £8

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. 

4. Whistles

Holly's go-to for smart everyday staples

Price point: £ - ££££
Size range: UK4 - UK18
Delivery options: Standard 5-7 Working Days - FREE, Next Working Day (under £400) - £6, Next Working Day (over £400) - FREE

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 colour, Holly also wore the brand's yellow Isla Dandelion dress with a pair of CM Jewellery Designs earrings.

5. Zara

Holly's favourite for socially trending frocks

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

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.

6. Goat

Holly's royal-approved choice for elegant daywear

Price point: £££ - ££££
Size range: UK6 - UK18
Delivery options: Next Working Day - £10, Saturday - £15

Founded in 2001 by Jane Lewis, Goat 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 means it’s a true wardrobe keeper.

7. Anthropologie

Holly's go-to for boho prints

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

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.  

8. Réalisation Par

Holly's choice for slick on-trend dresses

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

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.

9. Coco Fennell

Holly's pick for playful prints

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

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 specialises 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 favourite 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. 

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

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

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.

11. French Connection

Holly's choice for eye-catching comfort

Price point: £ - £££
Size range: UK6 - UK16
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

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.