Claudia Winkleman's Stylist Capitalizes on 'Traitors' Popularity with Fashion and Beauty Collaborations
Sinead McKeefry leverages the BBC show's success for lucrative deals in makeup and apparel.
Claudia Winkleman's stylist, Sinead McKeefry, is capitalizing on the presenter's distinctive gothic glamour aesthetic, particularly as seen on the popular series Celebrity Traitors. McKeefry has secured several significant commercial partnerships inspired by Winkleman's on-screen persona.
One notable collaboration is a "round table glam make-up bag" created for Superdrug, retailing at £21.35. This set aims to help fans replicate Winkleman's signature look, including a midnight black pencil eyeliner, black eyeshadow stick, black temporary hair spray, and a nude lip cream. To ensure timely delivery during the show's peak popularity, the makeup kits are being distributed via the food delivery service Just Eat.
McKeefry described the curated bundles as a way for fans to "instantly step into the ultimate presenter persona, from a heavy kohl gaze to that trademark glossy fringe." She has previously worked with other notable television personalities, including Holly Willoughby and Amanda Holden, and has launched multiple fashion and beauty collaborations themed around Traitors.
While the BBC typically has rules against stars and their associates cashing in on shows through commercial tie-ins, it is suggested that McKeefry's ventures may have been overlooked. Traitors and its celebrity spin-off are produced by Studio Lambert, which might influence the application of these regulations.
Beyond the makeup bag, McKeefry has also established deals with several apparel brands, including George at Asda, FatFace, Next, and Boden. She has indicated that her collections for George at Asda, which feature classic tweed and tartan designs, are often incorporated into her styling for Winkleman on Traitors. These Asda offerings include items such as brown knee-high riding boots for £28, a £18 tartan co-ord set, and a £45 faux fur jacket.
FatFace recently promoted its McKeefry collection through a video featuring a Winkleman-esque model in castle-like settings. Stores have also displayed mannequins styled to resemble the presenter, complete with black wigs and Winkleman's characteristic fringe. Additionally, McKeefry has partnered with Boden for a range inspired by Winkleman's look, with Boden announcing a tartan-focused launch on its Instagram.