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Holly Willoughby never lets the grass grow under her feet. Not only is she a tireless TV presenter, model and charity supporter, the mother of three also has a much-anticipated book, Reflections, coming soon, and now she's just unveiled an exciting online project too.
Over the weekend, Holly teased fans with a short video, shot in moody, vintage style, with images of the moon, and the line 'something is coming...'
She wrote underneath: 'Something is coming tomorrow @wyldemoon', sending followers into a frenzy of guesswork and anticipation.
Now, the website is revealed in all its glory: Wyldemoon.co.uk a lifestyle site and online boutique, inspired by Holly's fascination with the moon, covering interviews with inspiring women, beauty and fashion advice from Holly's team, an 'energy' section - this month an expert showcases the healing power of crystals - and life insights from the presenter.
Holly also shares a podcast, which currently features an interview with actor, director and outspoken feminist Lena Dunham.
There's even a 'moonboard', a collage of Holly's favourite items each month, available for followers to buy.
Like Gwyneth Paltrow's hugely popular Goop lifestyle site, Holly's also aims to support other women with advice and affirmation.
In the interview posted on the new site today, she said, "I wanted a space where I can curate, create and share the things that I love. In creating WYLDE MOON for you, I’ve filled a need in me.
"I’d lost a part of who I was and that rediscovery has led me here, to a whole new place of beauty and power."
"Let’s discover together, learn together, laugh together. Let’s celebrate and empower those around us. Let’s find out what we love."Holly explains that she wants to "share the lessons that I’ve learnt, the things I see and instantly want to share with others.
"I want it to be a place where we can celebrate other people, too, where we can shine a light on them, their brands, their experiences.
"It’s a celebration of all kinds of beauty. WYLDE MOON is the embodiment of me reaching a stage in life where, although I have lots of experience, I still don’t fully know who I am.
"In a selfish way, I am putting this all together to help me and if I can take anyone else along for the ride at the same time, even better. You’re all welcome."
She explained her love of the moon, writing, “I’ve always been fascinated with the moon, space, shooting stars and looking up. On holiday, I spend more time on the sun lounger at night than during the day.
"I also feel that the moon is feminine, that she’s a goddess with incredible feminine energy and cycles just like women have. For me, the moon has always been a trusted constant.”
She added “I’ve been wanting to do something different for a long time but timing is everything, so it had to feel right."
Holly explained that she had begun to explore alternative therapies in Australia, filming I’m A Celebrity…Get Me Out of Here! and discovered "meditation and sound baths, that really work for me."
“The most important pillars of WYLDE MOON are about having a true sense of self, igniting your intuition, knowing your self-worth, nourishing your body and soul through music, food, laughter, sex, passion, beautiful things or all of the above," she said.
It's not just Holly running the new site, of course. Under 'family' the full team of 13 are introduced, and include beauty columnist Ateh Jewel, an award-winning journalist, broadcaster and diversity advocate, alongside makeup artist Patsy O’Neill, hairstylist Ciler Peksah and stylist Danielle Whiteman.
Holly's moonboard of favourite things this month:
“I never leave for holiday without this hat from Eric Javits. It rolls up and it’s a soft material, so it’s the least high maintenance hat you’ll ever own!”
Squishee Classic Fedora Hat | £204 from Eric Javits
“Having grown up in Brighton, being by the sea or any sort of moving water is so important to me. It’s the place where I get a real sense of clarity and inspiration and the perfect place to plot and plan WYLDE MOON.”
“I took this photo through my telescope. Capturing the full moon is one of my favourite things to do.”
“If you know me, you know I’m never too far from a healing crystal!”
“This is the ultimate black swimsuit from Marysia. The stretchy fabric is so flattering and the open back keeps tan lines to a minimum!”
Buy it: Marysia Seersucker Swimsuit | £307.30 from Net-A-Porter
“I spend most of my holidays gazing up at the night sky and there’s no better bit of kit than a Celestron telescope to help capture the moon.”
Buy it: Celestron StarSense Explorer LT 114AZ Reflector Telescope | £199.99 from John Lewis
Watch: Holly Willoughby reveals new book will celebrate 'inner and outer beauty'