Holly Willoughby's wardrobe has an almost cult-following at this stage, with shoppers flocking to buy whatever the presenter wears - on or off screen.
Her outfits - often pulled by celebrity stylist Angie Smith - are known to sell out within hours of her sharing the latest look on Instagram (which she helpfully tags #hwstyle), but today she wore an outfit that simply can't be replicated.
For her 40th birthday, the This Morning host wore a floral peplum dress belonging to her mum, Linda, who wore it for her own 40th birthday.
Taking to Instagram, the Brighton native explained that wearing the dress made her feel closer to her family on her big day:
"This photo of my Mum was taken on her 40th birthday at the party she had in the garden. I remember this day so clearly. It's a strange thing to reach the age you remember your Mum being!
"I asked her if she’d kept the dress and of course she had... Strange moment zipping it up this morning, wondering how she felt on her big day...
"I can’t be with my Mum or Dad today but wearing this in her honour makes me feel closer to them... love you Mumma! #sothisis40"
Due to various coronavirus restrictions and lockdown measures, Willoughby hasn't been able to see as much of her parents as usual.
Last year, to mark her mother's 72nd birthday, she posted a photo of the two of them together saying: "Happy birthday to my beautiful mumma... miss you so so much... can't wait to cuddle you again... love you"
Like so many others, Holly has had to put birthday celebrations on hold due to COVID-19, but that didn't stop her friends and colleagues at This Morning from making the day special with balloons, flowers, decorations, on-air surprises and even some pyrotechnics in studio.
There's pyros in the studio. This is not a drill. There's pyros in the studio! ✨
— This Morning (@thismorning) February 10, 2021
Come and join the party and celebrate with @Schofe and @hollywills 👉 https://t.co/1VuxanpnIc pic.twitter.com/Ce6o9nYYYg
We're sure her good friend and fellow presenter, Phillip Schofield, was under pressure to pull out all the stops, seeing as how the team at Dancing on Ice created an impressive 'Holly' display complete with pink flamingoes to mark the big 4-0.
For that occasion, the presenter donned a pale blue one-shoulder column dress by Safiyaa.
Read more: How to celebrate a milestone birthday in lockdown
