“We didn’t really know what we were doing,” she recalls. “Everyone was working out what the format was. There was talk of Claud wearing a parrot on her shoulder. She’s up for anything, but I was like, ‘I don't think we should make it pantomime.’ I believe there are enough beautiful things out there.”
“Strictly was the most glamorous we’d ever go, but it still had a masculine edge to it and we kept it quite chic and pared back. The Piano is where you'll see the real Claudia. That's how Claudia would naturally dress, just a little more polished. She loves a Uniqlo jumper, and that's what she gets,” McKeefry explains. “With The Traitors, we can be a lot more editorial, edgy and creative.”
With the show now in its fourth series, Winkleman requires 36 outfits, three per episode, with breakfast, the mission and the round table all being treated differently. They take three months to prepare, with loads of back-up options and wet weather gear for any eventuality. “We lock everything down in London,” McKeefry says. “It's almost like prepping for a catwalk show and moving everything from one location to another.”
All the looks are photographed on Winkleman and lying flat with descriptions of how they should be put together. Then they’re shipped off in a transit van. “It’s so far that the driver has to stop overnight, so I said, ‘You’re sleeping in the van, aren’t you? You’re not leaving those clothes on their own?’”
The first episode of series 4 was the show’s most-watched to date, peaking at 6.9 million viewers. It opened with some familiar imagery – Winkleman in her black “murder cape” and a close-up of her red leather fingerless “murder gloves”.
“It was really easy to incorporate fingerless gloves as part of The Traitors looks, but production really wanted red murder gloves and I was really resistant in the beginning. That is not something you're ever going to see on a mood board of mine. It’s not working with my sludgy colours. Red against black is so cringe. I went on Amazon, got a couple of options, and the least offensive were these thinner fingerless ones.”
What you will see on McKeefry’s mood board are “a lot of pictures of Amanda Harlech; Chanel references; editorial that I've loved over the years with things shot outside by Juergen Teller or Corinne Day; exhibitions I’ve been inspired by; and there’s a catalogue in my head of imagery I’ve used since I was studying, like Alexander McQueen’s shows that I attended.”
Searches for Winkleman on Google increased to their highest yet over the past five years. And based on the most popular search terms, people are particularly interested in adding these items to their wardrobe: tartan trousers, knee high boots, lace shirts, tartan skirts, and kilts.
“I really try to support new and independent brands,” McKeefry adds. “It's been great over the past few years to see those brands be able to go to the next level and have that exposure from even one of their things being on The Traitors.”
If you look at any clothing brand, this “Claudia effect” is now unavoidable, including to McKeefry. “I see it so obviously. I'm walking through somewhere like Zara and I'm like: ‘Traitors, Traitors, Traitors.’” Clearly, this is fashion we’re remaining 100 per cent faithful to.
Series 1
“Production phoned me to say that the breakfast looks wouldn't work for the round table. I was like, ‘What's the round table?’ and they explained it was a much darker, more evening, luxe thing. Luckily, you only really see the top half of Claudia in the round table, so that was on our side a little bit.”
Series 2
“When independent companies contact me, or I stumble across something, I'm so happy when it’s a brand that really aligns with what we do. Knitwear is such a craft. It can't be rushed; that's why it’s so expensive, especially when you're looking at using cashmeres. Hours go into these things.”
Series 3
The kilt is from Le Kilt, a staple on her mood board. “Sam [McCoach, the founder] works really hard and she does all of the shoots that they use to promote the brand. I love the imagery they create, so I pull a lot of their stuff off Instagram. Her partner will drop stuff to the office, so they haven't got tons and tons of people working for them.”
Series 4
Series 1 – The Celebrity Traitors
“We were on a shopping day when we saw those Givenchy boots, and they were bought in five seconds. Claud's a size six, and I was like, ‘We'll take anything between a four and an eight, whatever you've got.’ Boots like that really inspire with their structure, proportion and weightiness. They sum up my mood board.
The Traitors series 4 continues on Wednesday 14th January at 8pm on BBC One and BBC iPlayer. Series 1-3, and The Celebrity Traitors, are available to watch on iPlayer.
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