Holly Willoughby was allegedly 'told not to wear a bra' during the early days of her career while appearing on children's TV.

Before garnering national fame at the helm of This Morning, the presenter appeared on S Club TV – a kids TV movie by the band S Club 7 – and co-hosted Ministry of Mayhem, a children's entertainment programme with Stephen Mulhern.

While the target audience was little ones, a close friend of Holly's has now revealed that the intentions higher up weren't quite so pure. They told the Mail On Sunday: "Before I knew who Holly even was, I saw her without a bra on and asked a director who she was and why she was dressed like that.

"I said she needs to get a bra on, it was children's television. I reminded Holly of it sometime later and she said they made her not wear a bra, that the shows weren't actually for children. It was pretty staggering that this was going on."

While a TV insider added to the publication: "Young women were told what they should wear and they didn't say no.

"Like with a lot of other industries, television was run predominantly by men and young, pretty ambitious women were hired and they had to do as they were told."

OK! has contacted Holly's representatives for comment.

Holly began hosting Ministry of Mayhem, which was later renamed Holly & Stephen's Saturday Showdown, alongside Stephen Mulhern in 2004, as their game show welcomed boys and girls teams for an assortment of competitions.

The show, which saw Holly in an assortment of outfits, including dressing up as a French maid, ran for just over two years, until 2006, and is where the presenter met her future husband, Dan Baldwin, with whom she now has three children with.

She also presented chart show CD:UK around that time, before going on to primetime shows such as Dancing On Ice and The X Factor's spin-off show, The Xtra Factor.

Speaking to the Mail's Live magazine back in 2019, Holly recalled her 'wild' time on kids TV. “There were times when we went straight from the hotel bar to going live on air,” she said.

“Everyone in children’s TV drinks until 5am. If you mess up, no one cares. It got a bit too wild when my breast popped out of my dress.”

Recalling the wardrobe malfunction, she explained that it had happened when she jumped up and down in a camisole top and jeans while dancing but accidentally exposed herself before quickly covering herself with her hand.

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