Holly Willoughby picks her best autumn buys for Marks & Spencer as she lands new role… and we LOVE the pink coat
*Adds ALL to basket*
IS queen of daytime TV Holly Willoughby about to become certified fashion royalty too?
This Morning presenter Holly is the woman of the moment, snapped up to co-host ITV’s I’m A Celebrity and on the cusp of launching her online lifestyle brand, Truly.
And yesterday she was revealed as the new brand ambassador for high street stalwart Marks & Spencer.
As I heard the news, I let out a sigh of relief.
Her 20-piece M&S edit launches this month, the autumn must-have pieces made up of stylish, classic and, most importantly, wearable separates.
Signing Holly could be the M&Sterstroke the struggling store so desperately needs.
Just four months ago, CEO Steve Rowe revealed it will close 100 stores by 2022 after consecutive profit falls.
I have written numerous times how, to turn its luck around, M&S needs to listen to its core customers.
For too long, its womenswear has tried to please everyone and, in turn, pleased no one.
Its last celebrity signing did little to swing profits favourably.
While Alexa Chung, 34, gave the brand style credibility and was a hit with the fashion industry, she failed to resonate with the M&S customer — and like-for-like sales fell for a fifth consecutive year in 2016.
With her socialite lifestyle and waif-like frame, Alexa felt far removed from the wholesome heart of the brand.
This is where Holly, 37, could work wonders. She is a busy, working mum-of-three whose style has become a national phenomenon, and she is the perfect fit with M&S.
Every day, she posts photos showcasing her outfits to 3.9 million followers — and her choices have a dramatic effect on sales.
She wears stylish and subtly sexy outfits that flatter her figure.
In short, she dresses in a way that feels achievable for other women.
And it is this combination that the M&S customer has surely been crying out for.
She is also a genuine fan of the brand, having often worn items from the store over the last year.
Holly said: “I have grown up with and have always loved M&S . . . I really hope I can inspire people to be brave and have a little bit more fun with their wardrobe.”
Savvy business deal
M&S has also recognised the power of social media of late, utilising the platform to entice fans and promote key products.
Just last month it was hard to scroll through my Instagram feed without someone wearing the brand’s sold-out polka-dot jumpsuit.
While I believe M&S has finally recognised its customers’ needs, my main reservation is availability.
Too often, key pieces are only in selected stores, with limited availability online.
I hope the pieces from this savvy business deal will be nationwide.
M&S is my go-to brand when I need new knickers, but hasn’t always been top of my trend list.
Holly is the reliable TV host that inspires my wardrobe daily.
So now I am willing for this to be the moment the spark in Marks returns.
MORE ON HOLLY WILLOUGHBY
In even more Holly Willoughby news, Topshop has just brought our Holly Willoughby's dress in a THIRD colour... and it's already sold out.
And this is the £2.99 skincare product Holly Willoughby swears by... and you can pick it up in Superdrug.
Plus Holly Willoughby ditches affordable high-street labels for designer threads by Sandro and Whistles - as she prepares to launch her lifestyle brand.
Holly’s Autumn Must-Haves launches on September 27.