This Morning Live' filming on the South Bank, London.

Holly Willoughby shares sultry pic from Truly brand photoshoot

This Morning star announced her lifestyle brand in April

Holly Willoughby has treated fans to a tantalising new look at her brand new project.

The This Morning presenter has been quietly working on a new lifestyle brand called Truly, which she announced back in April.

Since then, it has all been quiet on the Truly front… until now!

Holly, 37, shared a sultry photo to Instagram on Tuesday afternoon taken on the set of a photoshoot for her new brand.

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She told fans: “Couldn’t wait to share this with you… I’ve just finished shooting the Truly range in the most beautiful location with the most wonderful team.”

The star added: “Everything is coming to you really soon.”

Holly pictured on the This Morning set in May (Credit: Splash)

Naturally, the television presenter’s fans were thrilled, with one joking: “I’ve already signed up! Take my money and make me look like Holly!”

Another wrote, “Beautiful!! Can’t wait to see more!” while a third added: “Exciting times!”

Truly will launch this autumn.

Holly previously told fans she’d been working passionately and secretly on the project for some time.

Holly announced Truly in April (Credit: Instagram)

On Truly’s website, it describes itself as a “lifestyle brand for you… it’s all about the beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.”

It will cover everything from home and interiors to babies, living, fashion, wellness and travel.

Holly previously told The Guardian the inspiration for Truly came from the recent success of her baby books, and will also feature a charitable arm and discussion forum.

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Holly, pictured last year, wants Truly to be a friendly, welcoming place for women to chat (Credit: Grant Buchanan / /

Holly said: “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.”

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Mum of three Holly has been absent from the spotlight for the last few weeks as she enjoys her annual summer holiday from This Morning.

The star and co-host Phillip Schofield will return to the ITV flagship show next month.

Are you excited about Holly’s new lifestyle brand? Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think!

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