Holly Willoughby shares sexy off-the-shoulder snap draped in a blanket to tease the launch her lifestyle brand

The This Morning host is gearing up to unleash her latest business venture, her new website Truly.

Pictured on an idyllic beach, the pretty TV star can be seen showing off her tanned shoulders and blonde bobbed hair as she stares off into the instance.

She wrote next to the shot: "Couldn’t wait to share this with you…I’ve just finished shooting the Truly range in the most beautiful location with the most wonderful team.

"Everything is coming to you really soon … #Truly"

Holly made the announcement earlier this year that she was launching her new brand Truly.

The range is due to hit stores later this year, with Autumn pencilled in for its launch.

It currently has six categories; home, fashion, baby, wellness, living and travel.

The website, which is in monochrome, says: “It’s about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.”

Revealing the venture on Instagram, the 37-year-old shared her promo shot, which said "let me tell you about truly".

The 37-year-old said: “So . . . finally I get to tell you about something I’ve been working on passionately and secretly for a long time…

“This is TRULY, my new lifestyle brand that launches in the Autumn.

“I’d love you to be part of the Truly family so please register here truly.co.uk to find out more and keep updated on all things TRULY.

“Let the adventure begin!”

Speaking to The Guardian’s weekend magazine, the fashion icon also said the website will feature a blog.

But she ruled out similarities with fellow celeb mum Gwyneth Paltrow’s brand and blog, Goop.

She told the paper: “So the only things I’ve heard on This Morning about Goop, we had some sort of vagina steamer thing that you put on the toilet with herbs and stuff.

“As yet, on our list, there’s no vagina steamer.”

It has yet to be announced which stores will carry the Truly brand, or if it will only be available online.

This is the latest venture from the mum-of-three, as she has a range of bedding and soft furnishings with Dunelm, and a homeware range at BHS before it closed.

Holly also has a clothing line with Very and writes children’s books, School for Stars, with her sister Kelly.

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