'Every woman deserves a bit of glamour in her life': Holly Willoughby celebrates her curvy shape as she unveils her tenth fashion collection
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She's known just as much for her curves as she is for her presenting skills.
And Holly Willoughby is proud of her hourglass figure as she's clearly designed her tenth fashion range for Very.co.uk with curvaceous women in mind.
The star, who's known for her stylish but safe outfits, has posed for a photoshoot showing off her new, carefully designed collection of figure-enhancing dresses.
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Sultry new collection: Holly Willoughby shows off her new collection for Very.co.uk as she poses in a skin-tight red dress
She might not be a size 0, but the blonde TV host seems more than comfortable with her body, after being snapped in the skin-tight outfits to promote the range.
'I love getting dressed up,' says Holly. 'I think that every woman deserves a bit of glamour in her life.'
Playing on her much-lauded hourlass shape, the 31-year-old looks every inch the femme fatale in a figure-hugging red dress, which flatters her voluptuous figure but doesn't hide it away.
With her trademark blonde hair curled in a sultry, old-school Hollywood style, the mother-of-two looks alluring but down-to-earth in the campaign which is clearly meant to appeal to women of all sizes.
For 'curvy' women: Holly models another dress from her tenth collection for the fashion website
In another shot, Holly walks down a staircase in a tight, beige dress, cut just above the knee and flashing just a hint of her famous cleavage.
In the last picture for the collection, which is already available online, Holly opts for a slightly more mumsy look.
The on-trend, retro-style turquoise dress, is more demure than the other sultry looks, perhaps catering to a slightly less adventurous market.
'Holly designs with curvy woman in mind,' said Julie Donnelly, head of womenswear buying at Very.co.uk.
More demure: Holly shows off a less racy look from the new range, a turquoise tea-dress
'She knows what works for her and brings this experience into her designs,' she added.
Holly regularly wears figure-hugging outfits for her presenting role on This Morning and has never been afraid to accentuate her curves.
Despite her sometimes provocative looks, the star is a family girl at heart, tweeting on Saturday about her weekend in with her children:
'Snuggled up under a blanket watching lady and the tramp with the little ones...heaven x,' she wrote.
Usual style: The TV presenter is best known for her curve-enhancing dresses, which she regularly wears on This Morning
Behind-the-scenes Holly runs you through her favourite outfits from collection
Read more: http://www.dailymail.co.uk/tvshowbiz/article-2265627/Holly-Willoughby-celebrates-curvy-shape-unveils-tenth-fashion-collection.html#ixzz2IbxpS33a
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