Ever since Holly Willoughby teasingly announced she was launching a lifestyle brand called Truly, we've been desperate to know what it might involve. Will she be focusing on fashion and how to recreate her fab This Morning style? Or will it be family-focused, to tie in with her previous parenting books? And now the mum-of-three has finally given us a sneak peak of one of the products she.ll be selling – and we need it already. On Saturday Holly posted a chic black and white photograph of herself wearing a lacy black camisole, which she revealed will be available as part of her range.
Holly looked gorgeous in this sultry snap
Holly captioned the image: "Live, love, LACE! … hope you're having a Truly beautiful bank holiday… silk chemise coming soon #truly" alongside the new website's address. Fans were certainly impressed with the announcement, with one commenting "You look beautiful!" and another adding "I love the top".
READ MORE: Holly Willoughby's polka dot high street dress is an instant sell-out
The 37-year-old first announced she was launching her own lifestyle brand last month. Holly posted a black and white photograph of herself to Instagram alongside the words "Let me tell you about Truly" and "Autumn 2018", promptly sending her followers into a spin. According to the newly-launched website, which is also in black and white, the brand will cover home, fashion, wellness, travel, living and baby and will be hitting shops later this year.
Announcing the launch, Holly said: "So… finally get to tell you about something I’ve been working on passionately and secretly for a long time… This is TRULY, my new lifestyle brand that launches in the Autumn."
READ MORE: Holly Willoughby shows her wild side in tiger shirt on This Morning
Holly has also confirmed that the website will host a blog and an online community where people can talk and share, and that the brand will oversee a charitable foundation. She revealed to The Guardian Weekend magazine: "For me, being a woman, it's nice to have a space where you can have that honest, open conversation that isn’t too militant or frightening or one-way. It's going to be very open and welcoming."