If you’ve been watching the Traitors (come on, literally all of us right?!), I mean it’s basically a UK phenomenon - with over 11 million people tuning in and sparking countless conversations across social media, dominating UK conversations and culture.

There are so many parts of the show that make it what it is - from the dramatic Scottish landscapes, to the intricate details in the cozy castle - but there’s one thing that’s catching the attention of the nation - and that’s Claudia Winkleman’s outfits.

Now if you’ve watched the show, you’ll know her look is iconic. We’re talking the fringe, gloves and knee high boots paired with an overall gothic look with a Scottish twist. Add thick wooly items, tassels and boots with tights to the mix and you’ve got a look that oozes drama, darkness and treachery. 

After seeing these outfits on TV, audiences are flocking to search platforms because they want to know ‘how can I look like her?’. We’ve seen a 900% YoY rise in searches for “Claudia Winkleman clothes style” and +50% YoY growth for “Claudia Winkleman Traitors outfits”, reflecting her already popular (471K monthly searches for her name overall) searches.

So much so, it’s been coined the ‘Claudia effect’ by designer Lauren Aston - who’s jumper featured in the January 2025 series, creating a surge in demand that propelled her small business to success!

Covered in articles such as Grazia, The Independent and Good Housekeeping - we’ll leave the experts to tell you how to get the look, what we’re interested in is how this has impacted audience search behaviour.

If you’re a fashion or retail brand wondering how TV moments, but also how those major culture moments, shape demand - this one’s for you.

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The data - trends on Google.

We have seen consistent annual spikes in search queries around Claudia’s outfits around the time the Traitors is live. Every winter, she returns - and so does the nation’s obsession with dressing like her.

But this year they’re bigger than ever as searches for Claudia on Google overall have increased to their highest yet over the past 5 years.

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While ‘Claudia Winkleman Clothes’ is up 66% YoY and 221% MoM, alongside ‘Claudia Winkleman Outfits’ up 21% and ‘Claudia Winkleman Outfits Traitors’ up 50%.

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Trend data across additional searchable platforms

Generally, audiences discuss Claudia most on X, Reddit, Pinterest and TikTok - and we see this represented in the Deviation Spidergram below.

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In line with this, as is usually the case, these searches aren’t just happening on Google! On Pinterest we see Traitors outfit related searches dominating the searches for ‘Claudia Winkleman’ - indicating users are looking to recreate her outfits, or find similar outfit inspiration. This presents an opportunity for brands who sell products that meet this need - to create optimised content for Pinterest - why not a ‘Inspired by Claudia Winkleman Traitors Outfits’ board?
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These searches are happening on TikTok too (a platform users typically go to for outfit inspiration)with searches for Claudia’s Traitors outfits showing as a ‘suggested search’ when looking around Claudia Winkleman’s outfits. If you’ve got creators who can execute on this trend - go for it. Be part of the discovery cycle, not just the reaction.

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The outfit

After seeing the iconic outfits, audiences flocked to search to find out more on how they can recreate it. So what exactly have they been looking for?

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The key pieces defining Claudia’s Traitors wardrobe, and their search spikes, tell the story, with Tartan Trousers in particular hitting an all-time high over the past 5 years. These aren’t just TV costumes; they’re shaping what people buy, search, and post about this winter.

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• Tartan trousers - 14% YoY and 104% MoM
• Knee high boots - up 6% YoY and 13% MoM
• Lace shirt - 20% YoY and 12% MoM
• Tartan skirt - up 12% YoY and 23% MoM
• Women’s kilt - up 11% YoY

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Retail implication

And of course, searches don’t happen in a vacuum, they indicate demand - so naturally they impact sales too!

In January, small business Lauren Aston Designs, shared how her jumper being worn by Claudia on the Traitors propelled her business into success, she coined it ‘The Claudia Effect’ which perfectly captures what this is. She even has a Claudia Collection on her site - the perfect example of capturing demand through the trend - smashed it Lauren!

This year, the Brora Fair Isle jumper she wore has ‘flown off the shelves’ as the show aired, while the Alexander McQueen red tartan trousers saw major search uplift, with publishers suggesting dupes to meet mainstream demand.

The COS Merino wool was highlighted in a Who What Wear article, and while there is currently still stock, the article warns ‘Claudia Winkleman’s COS top is about to sell out again. This shows how quickly retailers can see search demand convert to sales when cultural style moments hit.

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The Claudia Effect

Every winter, The Traitors returns - and with it, Claudia Winkleman redefines how fashion moves through culture. Her gothic-prep aesthetic has become more than just a look; it’s a seasonal search signal. From Brora’s Fair Isle jumpers selling out to a spike in “tartan trousers,” we’re watching in real time as TV styling turns into search intent, and search intent turns into sales.

For marketers, this isn’t just about Claudia, it’s a reminder that discoverability now lives everywhere. Search doesn’t start at Google; it begins when culture hits a screen. Whether it’s a TikTok, a Pinterest board, or a trending query, the smartest brands are watching, analysing and being part of the conversation.

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