Holly Willoughby's 'I'm a Celebrity' wardrobe continues to spark criticism: 'Is she doing a fashion show or presenting?'

Danielle Fowler
Freelance Writer
Holly Willoughby (pictured in a number of her jungle looks) has received backlash for her designer-studded ‘I’m A Celebrity’ wardrobe. [Photos: Instagram]

Every night, a large percentage of the nation tunes in to watch ‘I’m a Celebrity… Get Me Out of Here!’. But, a large number of us aren’t interested in fireside spats or Bushtucker trials – what we really want to know is where Holly Willoughby got her latest outfit from.

Proving the unstoppable power of her sartorial influence stretches down under, the television presenter has helped countless brands secure sell-out status thanks to her jungle-ready wardrobe.

So it comes as no surprise to learn that some serious research goes into each and every covetable look.


In a recent interview with The Telegraph, the 37-year-old’s stylist, Angie Smith, revealed that she prepared a grand total of 40 looks in the run-up to the presenter’s ‘I’m a Celebrity’ debut.

With 23 episodes in the pipeline, that’s more than enough to keep fans firmly on the sofa.

“We wanted the look to be fun but practical,” Smith told the newspaper. “Holly has to walk across bridges and run down hills to camp, so heels are out. The approach is very different to Holly’s ‘This Morning’ wardrobe.”


With what has been described as a ‘Jungle Jane meets Tank Girl at a rodeo’ mood board, Smith shopped for mini skirts, animal print-emblazoned dresses and hiker boots – a sartorial recipe designed for the Aussie climate.

Fans were quick to note from the get-go that this meant a designer upgrade with her debut outfit weighing in at £1,000.

“We’ve got pieces from J Crew, Rag and Bone, Sandro, Madewell, Maje, The Kooples, All Saints, De La Vali and Rixo, all of which are brands that make season-less clothes,” Smith added.


Although Willoughby has received praise for her outfits thus far (with heart eye emojis and praise hands aplenty) – the presenter has faced growing backlash for turning the series into a “fashion show” with nothing but “ridiculous overpriced clothing that most normal people can never afford”.

Though it’s not merely her wardrobe which has fallen under scrutiny from the public, as her hair has been the focus of recent trolling tweets:

After being accused of having “brassy roots”, the presenter took to Instagram Stories to show herself dying her hair with a Garnier colour box to hand.

In the now-deleted post, Willoughby wrote: “Cat and Blow-dry/tint … FaceTiming my fav feline. Casual @garnieruk fix up look sharp.”

But even those opposed to her wardrobe have to admit, the ‘Holly Willoughby Effect’ is a serious moneymaker for the fashion industry.

According to The Telegraph, footwear label Grenson sold 400 pairs of black hiker boots within a mere hour after the mother-of-three posted a picture of herself wearing them on Instagram.

An impressive feat for Holly.

Whether you decide to follow in her jungle footsteps or not, there’s no denying her meteoric rise as the nation’s fashion darling – which has only been further cemented by her most recent television gig.


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Read more from Yahoo Style UK:

How to shop Holly Willoughby’s best ‘I’m a Celebrity’ outfits

Holly Willoughby wore a £1,000 outfit for her ‘I’m a Celebrity’ debut

The best looks from Holly Willoughby’s working wardrobe and where to buy them