This Morning co-host Holly Willoughby has just launched her latest collection for online store Very. The 31-year-old mother of two is known for her wrap dresses, ample cleavage and bouncy blonde locks. But when we chatted over afternoon tea at Claridge’s hotel, she revealed how her mother helps inspire her range.

‘Mum is a real high-street shopper, like me, and she loves dresses, but they’re always too short,’ explains Holly. ‘It halves the shops available to her so I make sure that, within my collection, there is always quite a lot that is knee length.’

So, does Holly have a style tip that she can share? ‘I think you’ve got to start with the underwear,’ she tells me. ‘It’s like a good house has to have a good foundation. I really believe in sturdy underwear. Those hold-in pants are a girl’s best friend – whatever age you are – and a bra that ‡fits you really well.’

Holly is also keen for us to end our obsession with size labels in clothes. ‘We are so blinded by size and label,’ she says. ‘Sometimes, if you try a 14 it’s much better, or you should really try a 10. It’s like that with underwear: don’t think you’re going to be a 34C all your life, you might change. It’s about how something feels, how something looks – not the size the label says.’

About her new collection, Holly muses: ‘I’m not one to move away from what I know works. I try to keep to my rules – things looking great and feeling great, things you can plonk on and it looks as if you have really thought about it, but it’s the easiest thing in the world.

‘There is something for everyone,’ Holly says.