Claudia Winkleman’s iconic Traitors outfits spark ‘overwhelming’ sales boom

The telly host wears locally-made gear on the smash hit show and it’s so popular companies now have to order in extra stock before episodes are aired to meet sudden spikes in demand

Claudia Winkleman’s ‘Highland-aristo-Goth’ outfits in The Traitors have triggered an “overwhelming” sales boom for Scotland’s clothing industry.

The telly host wears locally-made gear on the smash hit show, and it’s so popular that companies now have to order in extra stock before episodes are aired to meet sudden spikes in demand.

Anna Phillips, of knitwear label Hambro & Miller, said Claudia has worn two of her hand-knitted Fair Isle jumpers so far this season.

She beamed: “I was semi-prepared for there to be more orders of the pieces Claudia has been wearing but I’ve been overwhelmed by the level of interest and the number of orders we’ve received.”

Even a glimpse of a garment on The Traitors will see it fly off the shelves, according to fashion designers.

Brora founder Victoria Stapleton said: “As every season goes by, you can’t believe that the noise around it is going to get any bigger but it just continues to be so exciting as a show, and so exciting for its styling, and obviously even more exciting for us.”

The person behind Claudia’s must-have clobber is Sinead McKeefry, her long-time stylist – her Insta posts detailing the gear garner thousands of likes and replies from punters.

She said that a focus on knitwear and working with independent British brands are two themes that are close to her heart.

Sinead explained: “I am so in awe of all of these companies that are managing to sustain their businesses, so if I can help promote them in any way, I will.

“I want to celebrate those people.

“With Hambro & Miller, for example, that is a labour of love. The margins must be so slim. And they’re beautiful quality, I love the imperfections, I love the fact that you can tell it’s not mass produced.”