Her last year at This Morning was plagued by drama, betrayal and heartbreak, following her “queue-gate” scandal, the dramatic departure of Philip Schofield, and her own horrifying alleged kidnap ordeal. But last week, Holly Willoughby appeared to drop a massive hint that she was ready for a completely fresh start when the once-golden girl of daytime TV ended her five-year deal with high-street brand Marks and Spencer – a move that appears to prove she is ready to ditch her “good girl” image forever.
And along with the news that Holly has just signed up the PR company responsible for Brand Beckham, a source now reveals this is just the start of Holly’s global takeover.
“Holly sees the next couple of years as the perfect time to work on herself and her brand, and move away from her ‘Queen of Daytime TV’ image. Instead, she’ll work on becoming a well-respected lifestyle guru and businesswoman in the vein of Victoria Beckham,” we’re told.
“She feels this is really the time to break away from her old life and all the issues she faced. She wants to start afresh and show everyone she’s no pushover.”
While we saw Holly, 43, return to mainstream TV to host ITV’s Dancing On Ice in January, the mum of three has also been beavering away at projects off-screen – most notably her lifestyle brand Wylde Moon, which she launched in September 2021. Now, by waving goodbye to her M&S deal, the source says Holly, whose business empire is said to be worth an impressive £12million, can go full steam ahead and make fashion and beauty part of her own brand.
We’re told, “Leaving M&S was a big decision for her as she has loved working with them, but she felt it was too restrictive and her commitments with M&S stopped her from branching out with Wylde Moon. But now there is no conflict of interest, and she’s determined to turn the brand into a worldwide multi-million pound company.”
Following Holly’s recent image overhaul, which has seen her ditch her trademark florals (she hasn’t worn them on TV since last October) for a sleeker, sexier look, it was reported that Holly had been heavily influenced by Gwyneth Paltrow and her multi-billion dollar brand Goop. But the source reveals that, instead of going in the direction of a candle with an, er unique scent, Holly’s inspiration comes from closer to home in the form of Spice Girl-turned-designer Victoria Beckham.
Our insider says, “Everyone says Holly has been inspired by Gwyneth and Goop. But while she has a lot of respect for her, Holly is more influenced by Victoria, and what she has achieved with Brand Beckham and her own fashion label over the years. That’s who Holly wants to emulate. She sees a lot of similarities between her and Victoria. They share an impressive work ethic, but always put their families first.”
So, it came as no surprise when, earlier this month, it was revealed that Holly – who shares kids Harry, 14, Belle, 11, and Chester, nine, with TV producer husband Dan Baldwin – had signed to Cherry PR, the global firm behind the likes of Maya Jama, Zayn Malik and Victoria. The Beckhams’ former PR Caroline McAteer, who was instrumental in creating Brand Beckham and Posh’s fashion label, is a director.
And while Caroline and Holly mix in the same circles – with Holly also creating her own all-women management company Roxy in 2020 – she and Vic also have a mutual friend in Emma Bunton. It’s unclear whether Emma may have played a role in the introduction, but Holly and the radio host have often been spotted enjoying girls’ nights out together, with Emma confessing in 2019 that they’d even shared a snog!
Now, our source says, “Holly wants her new PR company to help her take on Posh and really build her business empire. Holly has huge plans for her own fashion line, as well as more perfumes, make-up and accessories, and feels she has the fan base and knowledge to do this.
“Hers would be more affordable than Victoria’s, but still high quality. She doesn’t really know Victoria, but is hoping Emma may be able to invite her for a night out, so she can ask for her advice.”
And with Vic’s eponymous brand now global, with stockists including famous US department stores Bloomingdale’s and Saks, our source says Holly – who’s set to team up with survivalist Bear Grylls for a new Netflix reality show – is feeling hopeful that she’ll soon be chasing Vic’s well-groomed tail. We’re told, “With her new Netflix TV show, Holly sees this as the perfect opportunity to expand internationally. She knows that, at the moment, her followers are quite UK-based, but she’s hoping appearing on the show will gain her more fans and followers.
“This is such an exciting time for Holly, and all of the decisions she’s been making recently just go to show she really means business.”