Ever since Claudia Winkleman stepped out side a balmy Scottish castle in a Barbour jacket and tartan knit the Traitors has been synonymous with fashion.
And no one knows that more that the 19 celebrities taking part in the first ever season of the Celebrity Traitors - which aired its first two episodes this week.
Perhaps unlike their civilian counterparts, the stars - most of whom have decades of experience in the limelight - understand just how crucial an outfit can be to curate your image - whether that be a treacherous traitor or a fabulous faithful.
Take Paloma Faith, for example, who walked into the Scottish castle in a bubblegum pink sweater vest, mini-skirt and flat cap emblazoned with 'I heart Me'. The message she's giving to her fellow game players? She's no shrinking violet.
Or Jonathan Ross, at 6ft 1, he towers above his fellow celebrities - but is still trying to bring more attention to himself opting for fur-brimmed coats, leather gloves and aviators.
According to personal stylist Lisa Talbot, each outfit seen on Celebrity Traitors is a way for them to 'reinforce a personal brand, project confidence, or even influence how the audience perceives them.'
'Celebrities are acutely aware of the image they're portraying; many will have worked with stylists to ensure what they wear aligns with how they want to be seen, whether that's powerful, relatable, or quietly strategic,' she said.
Celia Imrie, the oldest in the cast at 73, opted for a Catherine Walker tartan coat with silk velvet collars and cuffs costing £14,900, for the opening episode.
While Paloma Faith (pictured) made a statement in a bubblegum-pink vest top with the words 'I love me' emblazoned across it, Kate Garraway played it safe with a polo neck jumper and a Boohoo jacket
The acting veteran, who told the cameras 'people think I'm nice, but I'm not,' clearly doesn't care about seeming relatable to the cast pairing her coat with a £145 emerald green wrap dress by The Pretty Dress Company.
It's the opposite of Kate Garraway, who wore a £42 coat from Boohoo in the opening episode.
'Choosing Boohoo is a subtle but clever move,' Lisa said.
'It's high-street, accessible, and instantly relatable. She's positioning herself as the everywoman, polished yet grounded.'
Ross meanwhile, who has been picked as a Traitor, has been mixing betrayal and backstabbing with button-ups - while cosplaying as a Brosnan-esque Bond.
His arrival look was a black polo neck with a pink chequered blazer - before he switched it out for a fur coat.
The bold, brilliant look 'feels like classic peacocking,' Lisa said, pointing to his display of cold colours, features, and pink.
'These are all deliberate signals of flamboyance and authority.
'It's the kind of statement dressing that says, "I'm here to entertain and I'm not blending in." He's asserting himself through visual energy.'
Jonathon Ross, 64, (pictured) made viewers do a double take when he arrived at the Scottish castle wearing a pink check blazer and black turtleneck
Meanwhile Charlotte Church, 39, is opting for a celestial take on girl-next-door look channelling ethereal vibes in a bohemian white dress with a cinched waist and broderie anglaise detailing, costing £260 from Zaimara.
Though it proved impractical when contestants were made to get down and dirty, digging through 'graves' on their knees - she certainly caught the attention of viewers.
The look contrasted with Jonathan’s and expressed a desire to convey ‘innocence and authenticity,’ according to the stylist.
Using white, soft, romantic fabrics - colours that are often associated with innocence - to create an ‘ethereal, almost celestial’ look that the expert termed "girl-next-door meets goddess".
Its ‘a clever balance that softens her presence while keeping her memorable,’ she said.
Meanwhile, Cat Burns, 25, embraced traditional check, wearing a £450 Baracuta tartan bomber jacket.
The singer blended check of the moment with a smart shirt-and-tie combination, a tailored ensemble that suggested ‘composure and control’.
‘There’s confidence in simplicity; by choosing smart structured pieces she’s signalling quiet strength rather than vying for screen time,’ Lisa said.
The Scottish check was a theme that trickled down into the styles of the rest of the cast, with Kate Garraway (pictured) arriving in full Highland style in a chocolate brown Boohoo 2-in-1 scarf coat.
Kate's high street choice could prove her relatability to audiences, most of whom would have far more chance borrowing from her wardrobe than other members of the cast who have pulled out all the stops in designer drab.
Meanwhile, Paloma Faith, 44, mimicked her peacocking castmate Jonathon Ross in a vibrant pink wool vest top with ‘I heart me’ etched on the front, a look Lisa said ‘couldn’t be more on brand’ for the singer.
‘She’s playful, ironic, and knows exactly how to turn her style into a headline. It’s not vanity; it’s self-awareness and showmanship in one,’
Personifying confidence, Clare Balding, 54,donned a £500 orange double-breasted blazer from British designer Holland Cooper,a company for which she is an ambassador.
‘That’s the colour of enthusiasm and confidence. It’s bright, approachable, and energising,a way to be noticed without saying a word,’ Lisa said.
Viewers were left doing a double take on Tom Daley, 31, as the former Olympic diver opted for an unlikely style in a black silk shirt unbuttoned half way down his chest.
Following the 'death' of Paloma Faith, contestants were instructed by Claudia to wear 'mourning attire' for the 'funeral' of the singer, advice that seemingly fell on deaf ears for some.
Alan Carr, 49, won over viewer's hearts not only for his contagious cackle but for his impressive ensembles.
In one scene, he sports what Lisa called 'granddad chic' in a maroon shirt, check trousers and double breasted blazer.
However, it seemed that Joe Marler,35,(pictured)was far less invested in making a glamorous statement.He sported dungarees and a T-shirt,and completed the building site labourer look with a plain beanie hat.
His flair for flavourful fashion 'shows humour and comfort,' according to the stylist. 'It's nostalgic and endearing, almost as if he's saying,"I'm not taking this too seriously,"which is part of his charm.'
However,it seemed that Joe Marler,35,(pictured)was far less invested in making a glamorous statement.He sported dungarees and a T-shirt,and completed the building site labourer look with a plain beanie hat.
Lisa said: 'Joe Marler's lumberjack look feels like a natural extension of who he is; grounded,strong,and unpretentious.
'As a sportsman he's built his reputation on physicality and grit;his choice of casual,rugged styling mirrors that identity perfectly.'
The check shit and heavy textures 'project authentic masculinity,' and show that unlike his fellow castmates, Joe is 'not trying to look polished or styled'.
Rather,'he's leaning into a look that feels real,dependable,and relatable.
'In a show full of statement outfits and strategic dressing,joe's simplicity almost becomes his statement.'
This year's celebrity cast is being treated no differently than their layman predecessors,an executive producer on the show,Mike Cotton,said.Far from meeting their usual television standards,players will not be provided with any style or makeup provisions.
He told Weekend Magazine:'We said,"You're coming in because you want to play the game. You'll be treated exactly the same way as regular contestants".
A-listers have therefore been tasked with creating their own looks,withoutthe usual help from onsite stylists.
But it hasn't deterred them; perhaps even provided encouragement to seek some of the boldest,most glamorous ensembles that often lend insight into their intentions on the show.
'The celebrities bring it with the fashion a bit this year;coming into the castle with Highland outfits,'Sarah Fay,another executive producer,said.
'They raised the game.We had to ensure Claudia could still command the space as puppet master overseeing whole thing.'