The vintage-inspired clothing company loved by Holly Willoughby

With her own range at Marks & Spencer and legions of fans who copy her every on-screen look, Holly Willoughby is a certified style icon. Her looks constantly combine high-street finds with lesser-known brands that deserve the spotlight – and there’s one particular vintage-inspired clothing line that she’s showcased on more than one occasion.

For those who aren’t familiar with Joanie Clothing, let us introduce you – describing itself as ‘pretty clothes for nostalgic souls’, the label offers quirky, retro styles in sizes 8-22 through their online boutique.

‘We’re passionate about making beautiful clothes, lovingly fashioned with a pinch of playfulness, a splash of quirkiness and a healthy dose of nostalgia,’ Joanie says on its website. ‘As a brand, we’re inspired by decades past and life’s surprising details; whether it be an intricate print on a china tea set, pretty embroidery on a collar or the pastel washed houses lining sea front villages on the Italian Riviera.’

Most recently, Holly wore the £45 Anna-May Oriental Floral Dress for This Morning‘s 30th birthday celebrations, a look which her followers were quick to compliment.


Anna-May Oriental Floral Dress, £45, Joanie Clothing

‘Beautiful dress Holly ? You’re looking fab ?,’ wrote one, whilst another agreed: ‘Gorgeous Holly that dress was made for you! ??’

It’s not the first time that the presenter has styled a Joanie piece – earlier this year, she was snapped in their Luigi t-shirt, which costs just £18, and last Christmas she modelled their cute ‘Golden Girl’ jumper too.

Luigi Ciao slogan tee, £18, Joanie Clothing


Vega golden girl slogan jumper, £40 Joanie Clothing

Holly’s certainly not alone in her love for Joanie – other stars including Scarlett Moffatt, Ruth Langsford, the Great British Bake Off‘s Candice Brown and Denise Van Outen have all been spotted in fun designs from the brand.

So the next time you want celeb-inspired style with a twist? You know exactly which website to turn to…