'Why are you always standing next to that awful damp wall?' Holly Willoughby's fans question her over unsightly background as she shares fashion snapshots on Instagram 

By Ryan Smith for MailOnline

Published: 13:40 EST, 3 February 2017 | Updated: 13:40 EST, 3 February 2017

Since rising to fame as a TV presenter she has won the admiration of countless fans thanks to her savvy sartorial selections.

But as Holly Willoughby shared a series of Instagram snapshots of the outfits she wore on her show This Morning over the past week, her followers became distracted by the less-than-glamorous surroundings she repeatedly used as her backdrop.

Under a shot showing the star in front of a grimy white wall and weathered blue floor, a seemingly exasperated commenter enquired: 'Why are you always standing next to that awful damp wall covered in mould and [on] an old peeling floor?'

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Picturesque? Holly Willoughby's fashion posts on Instagram over the past week have attracted extra attention for the same 'grotty' background featured in each of them

'Every day I look a these pictures of you and you always look amazing... but the floor is disgusting and so is the background,' wrote another. 'Come on ITV better surroundings for the lovely Holly Willoughby please.'

A third asked: 'Very pretty 'n' all but why do you always stand in what looks like the corner of a multi-storey car park where someone's had a pee?'

Like many fans, another noted that she looked 'great', before advising: 'Get them to give you a backdrop where you don't look like you've just been banged up.' 

Fashion finder: The TV presenter often shares snapshots - and information - on the outfits she wears on her popular ITV show This Morning

Speaking up: Comments have been piling in over the past few days about the background

'It's about time ITV painted and freshened up everywhere off camera,' said a fan. 'You always look like you're round the back of some rundown council flats.'

Whatever the background of her impromptu fashion shoots, it appears that Holly is on the rise in a big way financially.

She already boasts a £11 million fortune thanks to her presenting careers, a lucrative contract with Garnier and side projects designing homeware and clothing. 

Staying mum: The star has yet to address the stream of comments about the background

Compliments: Despite the background complaints, commenters were thrilled with Holly's look

And now she is set to double her fortune to £21 million by going into the interior design business with Peter Jones of Dragons Den fame. 

The TV personality has set up Truly Group Ltd with Peter's partner Tara Capp and will reveal plans for the business later this year.

Brand expert Phil Pallen has predicted that the TV star could earn at least £10 million from her new venture, making her the UK's wealthiest female TV presenter ahead of Davina McCall, Mary Berry and Nigella Lawson. 

Where is she? It's not been made clear where in ITV's London studios she poses for the shots

Comedians: A few of her followers took the opportunity to crack jokes about the 'dungeon'

Phil told FEMAIL' We can definitely expect her to earn £10 million, if not more. Many celebrities in the UK have parlayed their fame into successful home and lifestyle brands - Kylie Minogue and Kelly Hoppen come to mind. 

'Holly’s wholesome, relatable public image, as well as her background - education, family and fame - make this a natural fit.

'Given her previous success in similar projects it seems like a natural fit, especially when partnered with equally recognisable Peter Jones. That pair alone is enough to drum up lots of buzz and get people interested.' 

Polished: The blonde beauty was her usual polished self throughout the week on This Morning

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