Holly Willoughby just introduced us to our new favourite affordable dress brand

She’s back! After a well-earned Christmas holiday, Holly Willoughby has returned to our screens in her role as host of This Morning, and she’s bringing us amazing outfit inspiration from the get-go.

As is customary with her regular #OOTD posts, Holly shared a picture of her look for Wednesday 8 January to her Instagram account, and in doing so alerted fans to a brilliant, purse-friendly dress brand that might not have been on their radars before, but definitely should be for the year ahead.

Holly’s somewhat deceptive outfit may look like a top and midi skirt combo, but its actually an all-in-one dress from Reserved, a chain which originated in Poland, and now has a flagship store on Oxford Street, as well as a website where you can place orders throughout the UK.

The dress, which she paired with heeled boots from Reiss, won her dozens of compliments from viewers who called it ‘beautiful’ and ‘stunning.’ ‘Love these colours on Holly,’ wrote one, while another agreed: ‘Love your outfit today!💓’

Want equally glowing reviews of your winter wardrobe? Holly’s chic jersey number is still available online in sizes S-L, and it’ll set you back less than £55. Result.

Holly Willoughby reserved Dress

Jersey Dress, £54.99, Reserved

However, while you’re shopping, we’d highly recommend browsing the current Reserved winter sale too; even if Holly’s stripy number’s not quite your style, there are hundreds of reduced beauties up for grabs, with many priced at less than £20.

So, in the spirit of new year bargain hunting, here are just a few of our favourites to snap up before they sell out – thanks for the tip-off, Ms. Willoughby!



Small Floral Print Dress, £14.99 (was £39.99), Reserved

Abstract Print Dress, £24.99 (was £34.99), Reserved

Draped Jersey Dress, £14.99 (was £24.99), Reserved 

Open Back Dress, £19.99 (was £29.99) Reserved

Satin Dress, £29.99 (was £44.99), Reserved

Dress With Puff Sleeve, £19.99 (was £44.99), Reserved 

Patterned maxi dress, £29.99 (was £39.99), Reserved