As season 4 of The Traitors involves an finish—the ultimate episode will air on the BBC tonight, 23 January 2026—the UK finds itself a nation in mourning. The hit BBC present has been a fixture on our screens since New Year’s Day, appearing not solely as a continuing supply of intrigue, dialog and debate, however a much-needed distraction from the incessant January gloom. One factor that is certain to endure, nonetheless, is the attract of Claudia Winkleman’s wardrobe.
The country-chic outfits worn by the present’s presenter had been an undisputed spotlight of every episode, providing a fabulously Scottish Highlands-coded aesthetic that is without delay fashion-forward, deeply sensible and simple to copy—and that has kick-started the so-called ‘Traitors impact’ in additional methods than one.
Claudia Winkleman wears a Hambro & Miller jumper and Chloé trousers
(Image credit score: Courtesy BBC)
First, it is largely because of Claudia’s Traitors wardrobe that items as soon as strictly reserved for conventional British countryside-dwellers are actually thought-about the peak of cool. I’m speaking heritage tweed coats, kilts, gilets, waxed jackets, chunky knits and hiking-style boots, all of which have been given a brand new lease of life because of Sinead McKeefrythe stylist behind all of Winkleman’s present appears.
McKeefry’s intelligent styling decisions, playful clothes mixtures, mixture of high-low labels, and impeccable eye have had a far-reaching influence—not simply in offering contemporary sartorial inspiration for the season forward, however when it comes to spotlighting under-the-radar manufacturers, too.
Claudia Winkleman wears a sold-out faux-fur coat from Self Portrait
(Image credit score: courtesy BBC)
“I always create mood boards and have a character in mind to focus on—that really points me in the direction of where I need to be researching,” explains McKeefry of her course of.
“Fortunately, it has meant I have discovered some smaller independent brands which work perfectly alongside more high-end brands and high-street brands. The aesthetic lends itself to British brands, and Scottish and Irish ones too, which feels really authentic to the show. I love the element of surprise when you see something unexpected from an independent brand mixed with an established one like McQueen, Givenchy or Burberry.”
Claudia Winkleman wears a now-sold-out Reiss trench coat, & Other Stories beanie and Bottega Veneta boots
(Image credit score: Courtesy BBC)
Given that The Traitors boasts tens of millions of weekly viewers, McKeefry’s styling decisions have, in flip, launched a large number of unbiased manufacturers to an enormous new viewers. In season 4 alone, Claudia’s appears have carried out wonders for small manufacturers like The Landskein, Le Kilt, Hambro & MillerGrenson, Purdey, Duke + Dexter, Connolly and Johnstons of Elgin in publicity alone—to not point out that the precise items she has worn have, virtually universally, rapidly bought out.
One such model that has massively benefitted from the so-called ‘Traitors impact’ is Madeleine Thompson, whose black and white cashmere jumper was worn by Claudia in episode 4. “We had no idea prior to the episode airing that we would be featured, so we experienced the complete shock and joy in real time which was unbelievable,” says Thompson. “We have since had hundreds of orders of the Tamino Top that Claudia wore, which has been completely mind-blowing, exhilarating and challenging at the same time.”
Claudia Winkleman’s customized Duke + Dexter Penny Loafers
(Image credit score: Courtesy BBC)
“I think Sinead and Claudia have created their own quintessentially British vibe which manages to be utterly elevated, directional and aspirational with an edge, whilst being simultaneously being what women essentially just want to wear every day,” continues Thompson.
“The way that Sinead openly champions small brands like mine is significant and rare. She tags and retags and sends out direct shopping links to make it as easy as possible for viewers to buy… I cannot emphasise enough how important this moment has been for my brand and I do not take it for granted.”
Claudia Winkleman wears the Madeleine Thompson Tamino Top and a skirt from Le Kilt
(Image credit score: Courtesy BBC)
More than simply dressing Claudia Winkleman, then, in some ways, it may be stated that via The TraitorsMcKeefry is in truth dressing an entire nation. “I think it’s been refreshing for audiences to see looks that are inspiring and playful mixed with looks that are more wearable,” she says of the unprecedented public response. “I receive lots of messages from people who have recreated Traitors looks on the high street by incorporating tweeds and knits, and this season a huge number of people are buying kilts especially.”
It’s a reminder that among the most influential, far-reaching style moments don’t all the time come from the catwalk—they will simply as properly come from a citadel within the Highlands, too.