Olivia Attwood made her This Morning presenting debut on Friday when she co-hosted the ITV show with Dermot O'Leary. 

The former Love Island host, 34, who regularly presents documentaries for the channel, filled in for regular Friday presenter Alison Hammond.

But it looks to be a case of history repeating itself as Olivia's bubbly personality and blonde locks will draw inevitable comparisons to former This Morning star Holly Willoughby. 

Olivia has come a long way from when she first found fame as a contestant on Love Island back in 2017.

The star became one of that series' most memorable contestants and reached the final with Chris Hughes who she split from in 2018.

Olivia wasn't afraid to get frisky during her time on the show and boasted to her fellow islanders she and Chris had sex while in the villa. 

After Love Island, she joined the cast of TOWIE for a year before deciding to move in  a more upmarket direction by presenting documentaries for ITV.

In 2023, she became a regular panellist on another ITV daytime show, Loose Women, alongside regulars like Coleen Nolan, Frankie Bridge and Ruth Langsford.

Her guest hosting appearance on This Morning continues her career rebrand as a presenter as she moves on from her rauchier days on Love Island.

It's a trajectory not worlds apart from Holly who also cultivated a sexier image when she first found fame.

Although she never went as far as Olivia, Holly wasn't afraid of racy photoshoots in her younger days and memorably posed in stockings and suspenders for Arena magazine back in 2005.

A year before she took up the more wholesome role of This Morning host, Holly joined racy panel show Celebrity Juice hosted by Keith Lemon.

Hosted by Keith Lemon, Celebrity Juice became a no-holds-barred playground for celebrity guests who were more than willing to leave their dignity at the door.

While on the show together, Keith frequently referred to Holly by her old nickname Holly Willoughbooby.

The former children's TV presenter got the moniker when she started to work on primetime shows in the Noughties, and the mother-of-three admitted she was 'proud' of the cheeky nickname.

Holly credited Keith for coining the term, telling the Standard: 'In all seriousness, it's very nice and I'm proud that a mother who has breastfed children can have that accolade…if you can call it that.'

However, she ultimately distanced herself from the show when she left in 2020 and was replaced by Emily Atack.

It was later cancelled in 2022, which Keith has partly attributed to changing attitudes around comedy.

Holly presented This Morning for 14 years alongside Phillip Schofield before he left the show after admitting to an affair with a younger male colleague.

Holly left the show herself in October 2023 and has since branched out from her long career with ITV by presenting Celebrity Bear Hunt with Bear Grylls on Netflix.

It was the first time that Holly has not had an ITV show on her schedule for the first time in more than two decades after becoming the broadcaster's TV darling.

She has long been a familiar face on both ITV and ITV2, hosting on shows including Surprise Surprise, Celebrity Juice, The Games, The Xtra Factor and I'm A Celebrity.

Holly is arguably best known for having fronted This Morning alongside Phillip Schofield from 2009 until 2023, while she also helmed Dancing On Ice from 2006.

However, ITV viewers now won't be able to get a dose of Holly as there has not yet been any public news of her having signed on to another project with the channel.

In a huge blow to ITV, Holly then turned down a lucrative deal to front a new series of the classic game show You Bet! because of her other commitments.

A source told the Mail: 'You Bet was so popular with the viewers wished it came back for two shows that ITV bosses decided to give it a full run.

'Holly and Stephen are a great double act and they were both brilliant so they were asked back.

'But Holly politely declined, she has other commitments and couldn't make it work.

'She is in demand and now she isn't shackled to This Morning four days a week, she is able to look at more options, some are global.

'Celebrity Bear Hunt was a huge thing for her, her first role with Netflix and she just loved it and they loved her so there could very well be much more where that came from.

'The world is now Holly's oyster, there are so many opportunities for her.'