The stylist behind Claudia Winkleman's iconic looks on BBC One's The Traitors has lifted the lid on how she creates the host's tartan chic wardrobe. Sinead McKeefry, who has worked with Winkleman since the show's first series, says the fashion is as integral to the programme's success as the gameplay itself.
McKeefry, a Central Saint Martins graduate specialising in knitwear, revealed she had only two weeks' notice to prepare 26 outfits for the first series. 'I was on my way to a wedding when I got the call and I had a complete panic,' she said. The pair's similar taste in clothes made the collaboration a good match, despite the tight deadline.
Executive producer Mike Cotton said Winkleman's look adds a distinctive tone to the programme. 'Sinead worked closely with the producers to develop the palette, and it has paid dividends,' he explained. Each episode features two looks: a challenge outfit, which is the same as the breakfast look but with a coat and wellingtons, and a more sleek evening look for the roundtable.
McKeefry sources unique pieces from smaller labels and mixes high street fashion with haute couture. After each episode, she receives around 600 social media messages asking where the clothes are from. Within hours of episode nine airing, the red balloon sleeve jumper Winkleman wore sold out in every size. Knitwear brand Mr Mittens founder Stéphanie Caulier said she 'can't believe the positive reaction' since her designs appeared on the show.
Fashion journalist Stephanie Yeboah praised the host and her stylist for 'absolutely nailing it', describing the aesthetic as a 'punk-led' revamp of the British countryside look. Designer Karina Bond added that Winkleman's wardrobe has a bigger effect on sales than a pop star or Hollywood actress wearing the same piece, possibly because viewers connect more with a reality show.
The second UK series, which ends on Friday, has attracted more than six million viewers, and a third series is in development. McKeefry has already started a mood board for the next season, but remained tight-lipped about what fans can expect: 'You'll just have to wait and see.'
