Holly Willoughby's dressing room selfies are an established part of her This Morning schedule—she posts her outfits each morning before going on air, tagging the brands lucky enough to be selected that day. Holly famously is one of the British celebrities who shifts stock like no other, and this summer it seems like she's using this to boost the profile of smaller, little-known brands who could likely benefit from the Holly effect. She typically wears high street brands like Warehouse, M&S and & Other Stories, however over the past few weeks has been championing smaller, independent brands such as Olivia Rose the Label and Franks. Many of these brands have sustainability as a core pillar of their brands too—her gingham blue Franks London dress, for example, is made to order meaning waste is minimised in production.
Keep scrolling to see—and shop—the 6 summer dresses Holly has worn this month.
Rixo Naomi Floral-Print Georgette Midi Dress (£159)
2. Olivia Rose the Label
Olivia Rose the Label The Picnic Dress in Pink & Blue Gingham (£240)
3. Great Plains
Great Plains Floral Dress (£90)
Rixo Jenna - Red Summer Meadow (£275)
Albaray Cotton Square Neck Broderie Anglaise Midi Dress, Yellow (£89)
6. Franks London
Franks London The Michelle Dress (£190)
This article originally appeared on Who What Wear
Read More from Who What Wear