She shuns designers for her own label Very frock

Holly Willoughby may have designers on speed dial, but when it came to the Pride Of Britain Awards, she showed she’s just like the rest of us, picking up an £89 frock from her own collection at

While fellow celebs such as Tulisa chose upscale catwalk label Ariella Couture, Holly opted for this backless velvet number that’s sure to be a sellout.

Perhaps Holly‘s trying to emulate Myleene Klass who rocked a £75 fuchsia dress from her own label at Littlewoods for a TV ad that saw a 700 per cent increase in orders?

If you’re planning on snapping up Holly‘s dress, hurry up as it’s selling fast!

SEE PICTURES Holly Willoughby is a style winner at Pride Of Britain Awards 2012 in London

Alison Tay