Holly Willough-booby is BACK! Former This Morning star bids farewell to her homely image as she revives her sexy noughties style for big TV comeback

She made her return to TV last weekend as she launched the new game show You Bet! with Stephen Mulhern. 

But could Holly Willoughby's upcoming screen resurgence mark the return of her glitz and glam era? 

The former children's TV presenter was famously nicknamed Holly Willoughbooby when she started to work on primetime shows in the Noughties, and the mother-of-three admitted she was 'proud' of the cheeky nickname. 

She credited Keith Lemon for coining the term when she worked on his racy show Celebrity Juice, telling the Standard: 'In all seriousness, it’s very nice and I’m proud that a mother who has breastfed children can have that accolade…if you can call it that.'

Yet in more recent years Holly made herself known as quite the everywoman style icon - with her homely and conservative This Morning ensembles often selling out as viewers tried to emulate her style. 

However amid her return to the spotlight, Holly has debuted an array of eye-catching ensembles, from sparkly mini-dress to glitzy gowns in recent weeks.

Back in September, Holly turned heads as she attended the NTA's in a £30,000 glitzy strapless silver and black dress from luxury couture brand Kolchagov Barba, which featured a high leg slit. 

More recently she stunned in a tiny mirror disc dress and rocked a set of hair extensions as she promoted her wellness range on Monday - and donned a pair of skimpy camo hot pants in first look snaps of Netflix's upcoming series Bear Hunt. 

And over the weekend she put on a leggy display in a halterneck LBD for You Bet!'s launch episode. 

Speaking to MailOnline about Holly's style switch-up, brand and culture expert Nick Ede said: 'Holly Willoughby has always been a style icon but now that she has stepped away from daytime her fashion choices have become more stylish, vibrant and sexy. 

'She has a great eye for fashion and with her new show on Netflix coming soon all eyes will be on her in the UK - but also worldwide too.'

He added: 'With such a big reach this could be her moment to become an international star. 

'Her style is a major seller and when she's posted about the looks she wears they sell out fast. 

'And with her new found glamorous lease of life after a difficult time previously its time for Holly to shine event brighter and be a winner in the style stakes and beyond.'

From prim and proper to soft summer pastels, experts over the years suggested Holly was moving to a more conservative and regal style.  

Holly has been spotted in dresses previously worn by members of the actual Royal Family - particularly the Princess of Wales - on multiple occasions. 

Joining King Charles at the Palace to congratulate the winners of the Prince's Trust Awards last summer, Holly chose a delightful £720 lemon yellow dress by Beulah.

The capped-sleeve button-up dress had also been worn by Kate Middleton and Crown Princess Mary of Denmark. 

As her move into conservative ensembles continued, brands expressed their delight when Holly wore their designs. 

After being pictured wearing a pale yellow Albaray sundress last summer, it quickly sold out, with Karen Peacock, the brand's founder and creative director, saying: 'We're always thrilled when Holly chooses to wear Albaray. 

'The yellow dress was a great style and ideal summer shade that quickly sold out when she wore it.' 

But in recent months Holly appears to have ditched her homely ensembles in favour of a sexier style - harping back to her younger years on screen. 

Holly 'Willough-booby' coined the name thanks to her impressive cleavage, and beat off stiff competition from the likes of Beyonce and Scarlett Johansson to be honoured with the title of Best Celebrity Cleavage by Wonderbra in 2013. 

The cheeky TV star previously joked that she doesn't mind the attention surrounding her ample chest at all, and placed the blame on Celebrity Juice host Keith Lemon. 

She told the Daily Mirror: 'I don't mind people fixating on my cleavage and I mainly blame Keith Lemon for bringing it into the main arena so people feel the need to talk about it all the time.

'It's fine – they’re only boobs.'

For September's National Television Awards, Holly looked incredible in a glistening strapless dark silver dress with a high split and a extra-long train. 

And over the weekend, Holly looked sensational as she showed off her incredible figure for her glamorous television comeback. 

Holly wowed in sneak peek snaps from series You Bet! as she opted for a stylish little black mini dress.

Putting on a leggy display in the dress, she completed the look with simple black strappy heels while Stephen looked rather dapper in a black suit.

Meanwhile on Monday, she popped champagne and danced around in a silver sparkly mini-dress as she plugged her wellness brand Wylde Moon.  

Holly donned a metallic silver disc mini-dress, complete with a chain fabric and thin straps - which she paired with silver barely-there heels and added length to her bright blonde bobbed locks with a set of extensions, in a harp back to how fans remember her in years gone. 

Attending the European premiere of Better Man last month, Holly oozed sophistication as she donned a plunging black midi-dress. 

She stunned for the premiere of the film - which tells Robbie Williams' life story - in a black velvet figure-hugging dress, complete with diamante lining and a plunging neckline.

The presenter is also set to make thrilling comeback with Netflix series Bear Hunt - and she smouldered in camo hot pants in a first look. 

Holly looked nothing short of sensational as she donned a pair of camouflage hot pants as she posed for the camera alongside the British adventurer.