For most women stuck in the Australian jungle, long trousers and loose-fitting cotton shirts would be the natural choice.
But not for Holly Willoughby. She has worn an array of thigh-revealing short skirts as she used her stint on I’m A Celebrity to plug her designer outfits.
In the first two days of the new series, she showed off clothes worth more than £3,000.
Viewers have been treated to skirts, tops, boots and accessories – all of which the This Morning presenter has been plugging online on her Instagram page.
Miss Willoughby’s arrival in the jungle as a replacement for Ant McPartlin has helped make I’m a Celebrity the most watched TV show of the year, with 11.9million tuning in for Sunday night’s launch.
Monday night’s show drew an audience of 9.2million to see Miss Willoughby in an all-red outfit.
Uploading daily pictures of her outfits to Instagram, she tags each designer label to ensure maximum exposure.
Holly Willoughby has worn an array of thigh-revealing short skirts as she used her stint on I’m A Celebrity to plug her designer outfits
Holly Willoughby and Declan Donnelly during filming of I’m a Celebrity… Get Me Out of Here!
Unfortunately for Marks & Spencer, with whom Miss Willoughby has her own fashion collection and is a brand ambassador, their clothes don’t seem to have had a look-in so far.
While her winter line of knitwear and coats is unlikely to be practical in the jungle, it was thought she would use the jungle to promote M&S.
Her choices so far have certainly proved popular with online shoppers in the UK. Fans comment every day on her fashion choices and many of her outfits quickly sell out.
For the show’s launch on Sunday, Miss Willoughby wore a £350 black studded belt with a £475 gothic blouse and a £510 skirt, all from French fashion house Isabel Marant. But it was her choice of footwear that really created a buzz.
She chose £255 leather hiking boots from Grenson. After she posted details on Instagram, they sold out almost instantly, prompting the British brand to hurriedly release more stock.
Holly Willoughby posts on Instagram highlighting her clothing and jewellery endorsements whilst appearing in her temporary stint on ITV’s ‘I’m a Celebrity
She uploaded daily pictures of her outfits to Instagram and tagged each designer label to ensure maximum exposure
On Monday, she wore a £95 red T-shirt from Rag & Bone, a £160 Ganni skirt and a £350 diamond and white enamel star necklace by Kirstie Le Marque.
Again, the only part of her kit suitable for the rigours of the jungle were her boots – a £295 pair from Russell & Bromley.
Some stars pay nothing for the designer clothes in exchange for posting about them online. Other items are loaned or bought from the production’s wardrobe budget. It is not known whether Miss Willoughby is gifted the clothes she wears
Miss Willoughby has gone to great trouble to ensure her I’m A Celebrity debut alongside Declan Donnelly is a success – her makeup artist Patsy O’Neill and stylist Angie Smith were whisked business class to Australia for the three-week series.
Miss Willoughby’s cosmetic choices have included a £21 sun cream, a £42 foundation and £111 eye makeup.