Claudia Winkleman’s Traitors Wardrobe Sparks UK Fashion Craze

In the depths of a British winter, while most of the nation sought solace from the cold, millions tuned in to the BBC’s most-watched program: The Traitors. But it wasn’t just the show’s cunning twists and psychological drama that kept viewers glued to their screens. It was also the bold, layered, and sometimes gothic-inflected wardrobe of host Claudia Winkleman—a style phenomenon that’s rippled far beyond the castle walls and into wardrobes across the UK.

Since its launch in 2022, The Traitors has not only become appointment viewing in an age dominated by streaming, but it’s also established Winkleman as one of Britain’s most influential dressers. Her fashion sense, crafted over two decades in partnership with long-time stylist Sinead McKeefry, strikes a balance between playful and practical, with a distinctive gothic edge that’s been dubbed “haute country.” According to ELLE UK, Winkleman’s ensembles—dramatic capes, kilts, heritage knits, and sharply cut suits—have redefined statement dressing for primetime television.

This winter, as series four unfolded, Winkleman’s wardrobe showcased pieces from an impressive roster of brands: Le Kilt, Burberry, Brora, Self-Portrait, Connolly, The Kooples, and Saint Laurent. Yet, it’s not all high-end luxury; there’s a clever mix of accessible pieces from ME+EM, Zara, and COS, making her looks both aspirational and attainable. The layering of knits, coats, and boots was perfectly timed for the show’s chilly January transmission, offering viewers not just style inspiration but practical fashion advice for the season.

One of the standout moments came on the episode aired January 22, 2026, when Winkleman donned Brora’s black Micro Pintuck Contrast Trim Shirt, styled with a COS Merino Wool High Neck Top and a Jigsaw black blazer. The Brora shirt, with its contrasting white lace trims, frill collar, and micro pintucks, drew immediate praise from viewers. Comments like “This outfit is absolute perfection” and “One of the best of this series” flooded social media, as reported by Grazia. The ensemble captured the spirit of contemporary Scandi-inspired fashion but with Winkleman’s signature gothic twist.

Throughout the season, Winkleman’s sartorial choices have been both characterful and practical. She’s repeatedly worn black Spanx leggings, paired on occasion with a bold purple faux-fur coat, a midi kilt skirt, and a cozy Fair Isle jumper. On the final episode, aired January 23, she opted for a pared-back look: black leggings, a white shirt, and a double-breasted navy overcoat. According to Cosmopolitan UK, the coat—a boxy, oversized, and powerful piece—was quickly identified as a high street find from Topshop, available for less than £75. It’s a look that’s easily replicated at home, whether layered over a crisp shirt or thrown on for a smart-casual vibe.

Behind the scenes, the creative force driving Winkleman’s wardrobe is Sinead McKeefry, who has worked with the presenter since 2006. The pair’s process is a mix of brainstorming, experimentation, and a willingness to discard what doesn’t work. “We’ll start each The Traitors series with a brainstorming session, which is just the two of us sending each other ridiculous photos and ideas. It gets out of control,” McKeefry told ELLE UK. “At fittings Claudia is very open to trying things, but sometimes a look just doesn’t work, so we have a policy to chuck it out the window. In the same way that she drops the frame of the person that gets murdered at breakfast, we’ll say ‘can we just make this disappear somewhere..?’”

Winkleman’s influence on British fashion is so profound it’s been dubbed the “Claudia effect.” Net-a-Porter reported a 650% surge in kilt searches during series four, while traffic to Bella Freud’s website soared by 4946% after Winkleman wore the brand’s Bianca coat in series two. Victoria Stapleton, founder and creative director of Brora, described the effect as “undeniably powerful,” noting that “Sinead’s styling champions brands that celebrate British craftsmanship, and our knitting machines have been kept very busy making our cashmere wristwarmers following their first appearance.”

Independent brands have felt the impact as well. Madeleine Thompson, whose Tamino Top was featured in series four episode eight, said, “It increased our profile exponentially. The looks are quite directional whilst showcasing very real and wearable fashion. Sinead’s support of independent UK brands is remarkable. The response has been surreal and utterly exhilarating.”

One of the most talked-about accessories of the season was Winkleman’s bespoke “Faithful” and “Traitor” monochrome Penny Loafers, created by London-based Duke + Dexter. Founder Archie Hewlett noted, “Claudia has genuinely measurable impact, driving increased sales and significantly raising brand awareness, particularly among our UK female audience. As the design was bespoke and created with Claudia and Sinead it had a real sense of authenticity, and we’ve seen orders for the exact Faithful x Traitor design ever since.”

Winkleman’s wardrobe is not just about high fashion—it’s about wearability and comfort, vital for the long hours of filming in the unpredictable British weather. McKeefry explained, “You don’t want it to look panto, but we want to set Claudia apart from everyone else. It’s also got to be comfortable to wear all day, because they film for hours and hours, sometimes in the wind and rain. I always want sludgy grey skies as it makes the outfits for the missions look so much better.”

For fans eager to emulate Winkleman’s look, McKeefry recommends browsing menswear departments for chunkier, sturdier brogues and relying on brands that align with the show’s aesthetic and budget. “People often ask me how they can recreate The Traitors look on the high street, and I recommend the menswear departments. I prefer the chunkiness and sturdiness of a men's brogue from Marks & Spencer to the women’s ones,” she shared.

Looking ahead, Winkleman’s fashion influence is set to continue. She’s launching a new talk show in spring 2026, with McKeefry planning a wardrobe that’s “simple and classic but with a twist.” McKeefry hinted at “suiting from brands that cut well” and “some pieces from Bella Freud,” promising an elevated yet understated vibe. Meanwhile, new series of both The Traitors and The Celebrity Traitors are scheduled to film in May and August, with the possibility of fresh styling directions for the iconic Round Table scenes.

Whether viewers tune in for the gameplay or the fashion, there’s no denying that Claudia Winkleman’s wardrobe has become as central to The Traitors as its famous betrayals. In an era where television rarely dictates trends, Winkleman’s gothic, practical, and playful style stands out—offering a masterclass in how to dress for both drama and the everyday.