SHE'S managed to make a name for herself as the nation's sweetheart and TV presenter Alison Hammond has become something of a fashion icon for curvier women.
As a regular on the telly, Alison is well versed on what makes a flattering outfit and since slimming down from a size 26, she still knows how to dazzle This Morning viewers with her stylish outfits.
And sources close to the presenter say that while the 49-year-old does occasionally use a stylist, she chooses a lot of her looks herself.
Here, we look at some of her most talked about outfits and Fabulous Fashion Editor, Clemmie Fieldsend, unpicks some of the style rules the star seems to love.
Clever layering
Alison is the Queen of layering and she's often seen with a cardigan over a dress or vest tops beneath a jacket.
It's a very flattering look and perfect for the changeable British weather, a look which fashion pro Clemmie says Alison perfects.
"Alison uses layering expertly," she explains.
"Jackets that are nipped in at the sides or have drawstrings create a waist without being too obvious."
Shirt dress hero
As Alison's fans will know, she's lost five stones in weight since losing her beloved mum in 2020, reportedly by cutting out sugar.
So much so, she's been selling her old size-26 clothes online to raise money for charity.
And as she learns to embrace her new slimmed down figure, Alison has been leaning towards the classic shirt dress - which cinches her in and draw attention to her waist.
"Shirt dresses work wonders for everyone," says Clemmie. "Alison leans more toward styles that have waist ties or detailing and a skirt that flows out into an A-line shape creating a more defined hourglass silhouette."
Tight bottoms = enviable legs
Ditching wide legged trousers for tight bottoms with billowing tops is another way Alison has been dressing her slimmer frame and Clemmie says:
"Alison's got great legs and showing them off, even with flat shoes, in tight bottoms also makes her look taller. It's a clever trick and Alison nails it perfectly.
"She isn't swamping her figure, and is able to draw attention to her enviable legs."
Pattern perfection
While she once favoured black, the Alison of today now loves to rock brightly-coloured blazers and eye-catching dresses - and she loves a pattern.
If chosen carefully, a pattern can instantly slim down a curvier frame - and Alison knows just the one which suits her, according to Clemmie.
"Alison goes for it in punchy prints that make her stand out.
"Busy prints are great for disguising anything you don't want to show off and make a bold statement too," she adds.
Alison Hammond's rise to stardom
SHE graces our televisions every Friday, as she co-hosts This Morning with Dermot O'Leary.
But just how did Alison Hammond first find fame?
2002 - Alison competed in Big Brother, and was the second housemate to be evicted . She won over viewers with moments such as when she broke the table in the garden by jumping up and down on it.
It was this year that she also started presenting for This Morning in a guest capacity.
2003 - Alison had a small acting role on TV drama Doctors.
2004 - This was the year that Alison returned to reality television, starring in shows including Celebrity Fit Club and Celebrity Stars in their Eyes - for which she performed as Nina Simone.
2010 - After several years of presenting gigs and reality show appearances, Alison was signed up to appear on I'm a Celebrity... Get Me Out of Here! She came in 10th place.
2014 - This was a busy year for Alison as she competed on both Celebrity Masterchef and Strictly Come Dancing, coming in 10th in the latter.
2020 - Alison appeared on The Great Stand Up to Cancer Bake Off - her first, but not last, time in the famous tent.
2021 - Alison co-hosted This Morning for three episodes alongside Phillip Schofield.
It was later announced that Alison and Dermot would be replacing Eamonn Holmes and Ruth Langsford as presenters of This Morning on a Friday.
2023 - Alison was announced as the new co-host of The Great British Bake Off, replacing Matt Lucas to present alongside Noel Fielding.
2024 - Following the death of Paul O'Grady, Alison stepped in as host of For The Love of Dogs.
2025 - An eight-part series titled Alison Hammond's Big Weekend will premiere on BBC one next year, as she spends 48 hours with a celebrity in a bid to really get to know them.
V neck victory
Alison has always been proud of her "beautiful chest", as she called her bust when training for Strictly Come Dancing.
So what better way to draw the eye to her cleavage than with a carefully chosen V neck?
This style has been used for decades by women wanting to highlight their decolletage, and Alison does it stylishly every time.
"V-necks flatter fuller busts as it creates a vertical line that makes your top half look longer," Clemmie reveals.
"It also draws the eye upwards and away from the bust, and opens up the face more."