HOLLY Willoughby was told to go braless on a children's show by TV bosses in the early stages of her career.
TV chiefs are now caught up in a new misogyny row after it was revealed that the This Morning host was told doing so would make her "more attractive" to viewers.
A close friend of the star told the Mail on Sunday that he raised concerns with a senior member of staff at the time.
He shared: "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."
One TV insider added that it was simply what "it was like back in the day".
"Young women were told what they should wear and they didn't say no," They explained. "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."
The insider continued: "It was wholly misogynistic."
The Sun has contacted Willoughby's rep for comment.
Willoughby began her TV career by appearing on S Club TV and Ministry of Mayhem.
She became a household name in 2006 when she began hosting Dancing On Ice with Phillip Schofield.
Three years later she landed her dream job when she was hired to co-host This Morning alongside Schofield, following the departure of Fern Britton.
She is now one of the most sought-after television hosts in the UK and was crowned British TV’s most powerful woman presenter earlier this year.
Now the telly doyenne is worth an estimated £ 20 million and boasts lucrative commercial deals.
Willoughby is now known for her gorgeous outfit choices which she takes to Instagram to show off each day.
This Morning fans often go crazy for copycat styles of what the presenter has worn – and snap up her high street staples.
