As autumn’s chill settles over the UK, televisions across the country are ablaze with the intrigue and glamour of The Celebrity Traitors, a show that has not only captivated a staggering 9.2 million viewers but has also become a cultural touchstone, shaping everything from fashion trends to television schedules. With its dramatic Scottish castle setting, a star-studded cast, and a wardrobe that’s the envy of the nation, The Celebrity Traitors is more than just a game of wits—it’s a phenomenon reshaping British entertainment this season.
At the heart of The Celebrity Traitors’ visual allure stands Claudia Winkleman, astride a black horse in a now-iconic ensemble: black veil, white ruffled shirt, and a tailored black jacket. According to HELLO!, this striking look—one of Winkleman’s most memorable since the show’s inception in November 2022—is the brainchild of her longtime stylist, Sinead McKeefry. For two decades, McKeefry has collaborated with Winkleman, and their partnership has never been more in the spotlight. “We’ve got very similar aesthetics, and we send each other ideas all the time,” McKeefry shared, describing the process as highly collaborative and occasionally irreverent. “Some of them are really jokey—she’ll send me an outrageous pic of something. She’s very collaborative.”
The show’s debut saw producers floating wild ideas for Winkleman’s wardrobe—“they visualised Claudia with—and I’m not even joking—a top hat and a parrot on her shoulder,” McKeefry laughed. But what emerged was a unique take on ‘Highland goth,’ a look defined by kilts, cozy knits, rugged outerwear, and sturdy winter boots. The backdrop of a Scottish castle, combined with Winkleman’s signature hair and eyeliner, created the perfect canvas. McKeefry’s moodboards, inspired by Bruce Weber and Amanda Harlech, as well as fashion shoots from The Face and i-D magazines, set the tone for a style that’s both dramatic and accessible.
Brands such as Marks & Spencer, Brora, Johnstons of Elgin, and Next have seen their wares sell out after being showcased on Winkleman, but McKeefry is just as passionate about supporting independent labels. “I studied knitwear at Central Saint Martins, so I know that it’s virtually impossible to have a knitwear company in the UK. Some of these businesses, like Mr Mittens [whose red jumper was featured in season two], are really small, knitting by themselves at home.” She notes the impact of the show’s exposure: “When they send pieces, we’re honest and say that we can’t commit to using them, nor can we promote them, due to the BBC’s strict guidelines. I’m always so happy when the process works in their favour, because it really can change a business and take it to the next level.”
This year, the fashion stakes have risen even higher. The first episodes of the celebrity edition have already delivered standout looks, from a herringbone Chloé jacket to classic Hunter wellies—sometimes by pure chance. “It was pure fluke that we chose a look that was slightly horsey—a nice little lucky moment,” McKeefry admitted. The wardrobe draws inspiration from unlikely icons, too: Winkleman herself has cited Morticia Addams, Miss Trunchbull, and Princess Anne as muses. “Princess Anne has always been so cool,” McKeefry said, adding that her understated attitude is a source of fascination. Yet, understated is hardly the word for Winkleman’s current on-screen presence, which is bolder and more distinctive than ever.
To set Winkleman apart from the contestants—who, contrary to expectations, haven’t all donned tweedy knits—the wardrobe team has mixed high street with high fashion. Alongside stalwarts like Zara, Marks & Spencer, and Next, viewers spot mid-range labels such as Me+Em, Holland Cooper, and Reiss, as well as designer heavyweights like Alexander McQueen, Ralph Lauren, and Simone Rocha. “I really am not precious,” McKeefry insists, underscoring her ‘high-low’ approach to dressing.
One standout piece is the now-famous ‘murder cape,’ a dramatic garment by Luxury Family Affair, priced at £766. Originally adopted by chance in the first series, the cape has become a signature item, “pimped up” this season with shoulder pads and emblazoned with the word “celebrities.” The costume logistics are formidable: “There are nine episodes and they each require three looks a day—breakfast, the mission, and the round table. Then you’ve got the ‘murder cape,’ with the red gloves, as well.”
Remarkably, all styling happens in London, with meticulously planned outfits shipped overnight to the Scottish castle. “It’s almost like prepping for a catwalk show,” McKeefry explained. Every look is photographed, laminated, and catalogued in a lookbook to ensure seamless dressing on set. Yet, some variables remain unpredictable. “The Scottish weather really turned. And trying to get things to that castle is not easy. I spend a lot of time on the phone with DHL. Amazon’s party section has also got us out of a hole.”
While McKeefry focuses solely on Winkleman, the contestants’ ad hoc accessories, such as veils, are managed by stylist Catherine Moran. Contestants themselves are kept in the dark, asked only to pack a black outfit without knowing its purpose—fitting for a show shrouded in secrecy. Even McKeefry stays out of the loop regarding the game’s outcome: “I specifically ask not to be told, because I can’t keep a secret. It would have been out by now. So just don’t tell me. It also means I can enjoy watching it.”
The popularity of The Celebrity Traitors is reshaping the autumn TV landscape. According to Shortlist, the show’s success is part of a broader trend, with autumn now boasting a slate of must-watch series—from Strictly Come Dancing to Drag Race and Big Brother. This year’s Celebrity Traitors cast has included unforgettable names like Stephen Fry and Tom Daley, whose exit was mourned by fans and stylists alike.
The show’s influence stretches beyond its own walls. Stars Celia Imrie and Nick Mohammed, both associated with The Celebrity Traitors, have landed major roles in the upcoming HBO and Sky legal thriller War. The series, created by George Kay (of Lupin fame) and directed by Ben Taylor, promises a gripping tale of rival London law firms and a high-profile divorce case, with a cast including Dominic West and Sienna Miller. War is already confirmed for two seasons and will be available on HBO Max in the US, Australia, and Asia, and on Sky and NOW in the UK and Ireland.
As the finale of The Celebrity Traitors approaches on November 6, 2025, BBC One is set to launch the third season of Celebrity Race Across The World. This season features a celebrity line-up—Tyler West and Molly Rainford, Dylan Llewellyn and his mother Jackie, Roman Kemp and his sister Harleymoon, Anita Rani and her father Bal—racing 5,900 kilometers from Isla Mujeres, Mexico, to the remote Península de La Guajira in Colombia. The new season promises breathtaking scenery and fierce competition, ensuring that the momentum of autumn’s TV sensation continues. And for those already dreading the end, a new regular season of Race Across The World is slated for early 2026.
With fashion, drama, and star power converging on screen, The Celebrity Traitors has become more than just a show—it’s a mirror of a nation’s obsessions, a launchpad for new projects, and a testament to the enduring appeal of autumn television. As viewers await the next twist, both in the game and in Claudia Winkleman’s wardrobe, one thing’s certain: British TV hasn’t looked this good—or this unpredictable—in years.
