THE darling of daytime TV, Holly Willoughby, has revealed she is launching a lifestyle brand.
The co-presenter of This Morning made the announcement via her Instagram page, where she uploaded a chic black and white photo of herself alongside the brand name – Truly.
What is her lifestyle brand?
The range is due to hit store later this year, with Autumn pencilled in for its launch.
It currently has six categories; home, fashion, baby, wellness, living and travel.
The website, which is also in monochrome, says: “It’s about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.”
Revealing the venture on Instagram, the 37-year-old shared her promo shot, which said ‘let me tell you about truly’.
The 37-year-old said: “So . . .finally I get to tell you about something I’ve been working on passionately and secretly for a long time…
“This is TRULY, my new lifestyle brand that launches in the Autumn.
“I’d love you to be part of the Truly family so please register here truly.co.uk (find the link in my bio above) to find out more and keep updated on all things TRULY.
“Let the adventure begin!”
Speaking to The Guardian’s weekend magazine, the fashion icon also said the website will feature a blog.
But she ruled out similarities with fellow celeb mum Gwyneth Paltrow’s brand and blog, Goop.
She told the paper: “So the only things I’ve heard on This Morning about Goop, we had some sort of vagina steamer thing that you put on the toilet with herbs and stuff.
“As yet, on our list, there’s no vagina steamer.”
Where can I buy the clothes range?
It has yet to be announced which stores will carry the Truly brand, or if it will only be available online.
This is the latest venture from the mum-of-three, as she has a range of bedding and soft furnishings with Dunelm, and a homeware range at BHS before it closed.
She also has a clothing line with Very and writes children’s books, School for Stars, with her sister Kelly.