This is not just any stylist... this is Holly Willoughby's stylist for her £1million M&S deal

She has become something of tide on a fashion icon, with the 'Holly Willoughby effect' causing almost whatever she wears to sell out on the high street.

But while her sartorial golden touch has won the This Morning presenter a £1million contract as brand ambassador for Marks & Spencer, it appears even Miss Willoughby needs a helping hand in choosing outfits.

As she unveiled the latest Holly Loves 'edit' for the chain, the star made no secret that it is her stylist who has a big say in deciding what goes into the collection.

While her sartorial golden touch has won the This Morning presenter a £1million contract as brand ambassador for Marks & Spencer, it appears even Miss Willoughby (pictured) needs a helping hand in choosing outfits

While her sartorial golden touch has won the This Morning presenter a £1million contract as brand ambassador for Marks & Spencer, it appears even Miss Willoughby (pictured) needs a helping hand in choosing outfits

Angie Smith has worked with Miss Willoughby on all five of her M&S 'edits' – where she chooses 15 items from the store's latest range – as well as her work for other brands including Garnier.

The TV star openly admits that it is her close friend who has transformed her style, telling a fashion magazine earlier this year: 'I'm not brilliant at fashion, but I'm growing to like it more.'

Sources close to mother-of-three Miss Willoughby, 38, told The Sun on Sunday: 'Holly was picked to be the wholesome, girl-next-door face of M&S, a hands-on ambassador who would represent the people buying her clothes. She's been a huge hit with shoppers and everyone involved at M&S.

Angie Smith (pictured) has worked with Miss Willoughby on all five of her M&S 'edits' – where she chooses 15 items from the store's latest range – as well as her work for other brands including Garnier

Angie Smith (pictured) has worked with Miss Willoughby on all five of her M&S 'edits' – where she chooses 15 items from the store's latest range – as well as her work for other brands including Garnier

'But it is very much a team effort. Holly and Angie are incredibly close, and behind the scenes Holly has made no secret about Angie's involvement. They've become great friends and are a formidable fashion team.'

Miss Willoughby unveiled her latest M&S collection, which includes a £69 khaki jumpsuit and a £29.50 linen shirt, last week. She posted a picture of herself in one of the items to her 5.7million Instagram followers, something she regularly does with the hashtag '#hwstyle'.

Her fashion choices on the ITV breakfast show – and during stints on I'm A Celebrity – have seen her become a major influencer.

She credits it to Miss Smith, also 38, saying her friend encouraged her to 'get her legs out', and this advice 'just changed everything'. 

'She was like having a really good friend who just pushed you in a different direction,' she added.

This is not just any stylist... this is Holly Willoughby's stylist for her £1million M&S deal

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