In a bid to make This Morning feel more relatable to everyday viewers, ITV bosses have relaxed a long-standing fashion rule – and presenter Rochelle Humes was quick to capitalise on the change.

For years, This Morning presenters followed an unwritten but closely monitored dress code.

While Holly Willoughby was known for her pastel midi dresses and cinched waists, Alison Hammond usually opts for colourful, floaty tunics paired with statement jewellery.

Smart has always been the order of the day on the This Morning sofa, with one item of clothing firmly off limits. But all that has changed.

Rochelle, now a staple of the This Morning rotation, appeared live on air in a pair of light-wash River Island denim jeans – marking a surprising turn for a programme long associated with polished, preened daytime glamour.

Posting on her TikTok ahead of today’s show, the 35-year-old former Saturdays singer revealed: ‘There’s a new rule, we didn’t used to be allowed to wear jeans, did we? But we can wear jeans now. This is amazing news for me.’

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In a bid to make This Morning feel more relatable to everyday viewers, ITV bosses have relaxed a long-standing fashion rule – and presenter Rochelle Humes was quick to capitalise on the change

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View gallery

For years, This Morning presenters followed an unwritten but closely monitored dress code. While Holly Willoughby was known for her pastel midi dresses and cinched waists, Alison Hammond usually opts for colourful, floaty tunics paired with statement jewellery. But all that has changed

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View gallery

Rochelle, now a staple of the This Morning rotation, appeared live on air in a pair of light-wash River Island denim jeans – marking a surprising turn for a programme long associated with polished, preened daytime glamour

+7
View gallery

Posting on her TikTok ahead of today’s show, the 35-year-old former Saturdays singer revealed: ‘There’s a new rule, we didn’t used to be allowed to wear jeans, did we? But we can wear jeans now. This is amazing news for me’

Now, amid a wave of behind-the-scenes upheaval and fresh revelations about ITV’s flagship daytime show, Rochelle’s relaxed denim look is not the only change at This Morning studio.

Cat Deeley, recently installed as one of This Morning’s new anchors, has been asked to lean back into her Brummie accent – softened during her years on American TV – to appeal to the UK daytime crowd.

An ITV insider previously told the Mail: ‘This Morning want presenters their audiences can relate to and there were worries Cat was too perfect and preened.’

But the changes go far deeper than denim and dialects.

While This Morning has largely avoided big budget cuts during the recent ITV upheaval, the long running series will be forced to significantly reduce production value as a result of cost saving.

Presented by Cat Deeley, 48, and Ben Shephard, 50, as well as Alison Hammond, 50, and Dermot O’Leary, 51, the programme has become known for its big musical theatre performances and outside broadcasts, including at the This Morning forest, which was purchased by the channel in 2021.

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View gallery

Now, amid a wave of behind-the-scenes upheaval and fresh revelations about ITV’s flagship daytime show, Rochelle’s relaxed denim look is not the only change at This Morning studio

+7
View gallery

Cat Deeley, recently installed as one of This Morning’s new anchors, has been asked to lean back into her Brummie accent – softened during her years on American TV – to appeal to the UK daytime crowd

+7
View gallery

Across the hall at Good Morning Britain, things are even more turbulent. After a shaky start in 2014, GMB grew into a ratings fixture, regularly drawing over a million viewers. Now, with numbers slipping to around 700,000, it’s facing its biggest overhaul yet

But insiders have claimed sending the likes of host Alison to Los Angeles for interviews with Hollywood stars and large-scale production items will be scrapped.

Across the hall at Good Morning Britain, ITV’s breakfast stablemate, things are even more turbulent.

After a shaky start in 2014, GMB grew into a ratings fixture, regularly drawing over a million viewers. Now, with numbers slipping to around 700,000, it’s facing its biggest overhaul yet.

The show is set to merge with ITV’s broader news division, produced by ITN, in a move insiders say is aimed at streamlining operations – and slashing costs. With BBC Breakfast still holding a dominant lead (often topping a million daily viewers), ITV bosses hope a revamp could close the 400,000-viewer gap.

Plans are still in flux, but changes include a new studio, a more serious editorial tone, and shared correspondent teams across the day’s bulletins.