But pals claim her recent success is down to one key decision – to cover up the famous "Willoughbooby" cleavage.
The mum-of-three was given the cheeky nickname around five years ago on Celebrity Juice – which she still appears on with Fearne Cotton and Leigh Francis.
Her plunging necklines often hit the headlines, with Ofcom receiving several complaints about a revealing black number she wore while presenting The Voice in 2013.
But Holly, who has allegedly revealed to friends that she wants to appear on the cover of Vogue, realised she needed to overhaul her image if that dream were to come true.
Holly hired stylist Angie Smith to transform her wardrobe – and these days she's a style icon famed for her chic, elegant outfits.
Speaking about waving goodbye to her former image, a source close to the 37-year-old star told the Mail on Sunday: "She made a conscious decision to put her cleavage away.
"While she is proud of what she looked like then, she has transformed herself into something much more classy."
They added that Holly is now a "smarter, more chic 'brand".
It's reported that Angie's main tip for Holly was to make more use of her legs rather than her boobs.
The stylist even travelled Down Under with Hols to ensure consistency of her stylish look when presenting I'm A Celeb, prepping 40 "fun but practical outfits".
While presenters have to stick to the high street on This Morning to make their outfits seem affordable to viewers, Holly has gone to town for the jungle, with a designer wardrobe worth thousands.
Clearly Angie has been doing something right, as Holly's outfits for both shows have flown off the shelves.
Meanwhile her collections for high street store Marks & Spencer have seen her become a fashion icon in her own right.
Her time in the jungle is coming to an end, but Holly's fashion picks will remain at the top of our shopping lists.
Here's where you can nab all of her outfits from her time in Australia.
And these are the details of Holly's new M&S collection.
Earlier today we told how Holly wore a swimming cap while taking part in Celebrity Cyclone on I'm A Celeb to stop her hair turning pink.
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