Holly Willoughby wows fans with Pride of Britain gown

It may have been the day before Halloween, but Holly Willoughby decided to go for a stylish rather than spooky look for Saturday night's Pride of Britain Awards.

The TV star, 40, looked stunning in a dusky pink off-shoulder gown by American designer brand Marchesa.

It featured floral detailing at the neckline, as well as elegant ruching around the waist, and a small train at the back.

Ahead of the glamorous event in London, the This Morning presenter shared a photo of the pretty ensemble, which costs £2,919.15, to Instagram.

Referencing the drizzly weather in the caption, Willoughby wrote: "My favourite night of the year... off to the @prideofbritain awards tonight with an extra layer of waterproof mascara."

Her look was praised by social media users, who left more than 167,000 'likes', with famous friends Rochelle Humes and Abbey Clancy commenting with heart emojis.

However, many fans also pointed out that her gown would make an ideal bridesmaid dress.

Tagging her friend, one person wrote: "Bridesmaid???"

Another added: "If funds were unlimited THIS would be my bridesmaid dress!!!"

Willoughby attended the event with her "hero" mother Linda, and shared a red carpet-ready image of the pair on Instagram.

It comes after she wore a white, feathered dress to host Dancing On Ice earlier this year, which many suggested looked "bridal" after she posted a snap of it.

In September, she stepped out in a rather more affordable floral dress from Nobody's Child, costing £45.

The mother-of-three slipped on the pretty frock to present This Morning, and shared the look to Instagram.

Watch: Who are the most followed users on Instagram