Victoria Thompson from Yorkshire tailors Norton & Townsend discusses their ever popular women’s wear label Toria Design and its huge current appeal thanks to a certain show.

If you’ve watched even one episode of The Traitors, you’ll understand the phenomenon. The slow pan. The moody Highlands. And then – that coat.

Enter Claudia Winkleman, styled by the brilliantly instinctive Sinead McKeefry – a partnership that has quietly rewritten the rules of modern country dressing.

Season after season, episode after episode, the fashion has become as gripping as the psychological gameplay, and, although The Traitors may have wrapped, we’re still firmly under its spell.

At Norton & Townsend, our womenswear label Toria Design has been obsessed since season one. Not just with the looks themselves – but with what they represent: a renewed love for British fabrics, heritage craft, and tailoring with attitude.

Haute Country, Tailored in Yorkshire

Based in Ilkley, with the Cow & Calf moors as our daily backdrop, this aesthetic feels personal. The colours Claudia wears – moss greens, peat browns, inky navies, deep burgundies – are the very shades of the British countryside around us.

Even better? Many of the fabrics come from just down the road. We work closely with local mills and merchants across Yorkshire and the UK, sourcing British wool woven with decades of expertise. This is tailoring that belongs to the landscape it’s inspired by.

The McKeefry Touch: Texture, Pattern, Power

Sinead McKeefry’s genius lies in her fearless mix of texture and pattern. Tweeds with velvet. Cord with silk. Tartan styled like a power move rather than a tradition. The result is a look that feels both authoritative and undone – intelligent, androgynous, and unmistakably British.

Sound familiar? It should. We’ve been creating our own interpretations of Claudia’s most iconic pieces for years, made-to-measure and crafted in British cloth.

Iconic Pieces, The Toria Way

The Claudia Coat

Claudia is nothing without a statement coat – and neither are we. Our Balmacaan in Harris Tweed became so synonymous with her look, we simply call it The Claudia Coat. Dramatic, timeless, and cut to command a room.

Tartan, Reimagined

High-waisted, slim-leg tartan trousers tailored in Dugdale lightweight tartan are worn on repeat – for good reason. Our Baird Modern tartan, woven by Marton Mills, captures that sharp, modern-country edge perfectly.

Safari, But Make It Tailored

One of our newest obsessions: the updated safari jacket with an oversized storm flap, tailormade in Dugdale’s Invincible range. Practical, powerful, and quietly chic.

Androgyny Done Properly

The signature boyfriend jacket, cut in Moon’s tweeds, delivers that borrowed-from-the-boys energy Claudia wears so well – strong shoulders, relaxed confidence, zero apology.

The Shacket Moment

A Traitors-style staple. Our custom shackets layer effortlessly with silk blouses and leather trousers. Favourites include a khaki version in Holland & Sherry Cotton Classic, and a heritage Harris Tweed option.

Burgundy Authority

A rich burgundy double-breasted jacket, crafted in a Dugdale tweed, brings depth, drama, and a touch of intrigue – very on brand.

Bespoke, Tailormade, Completely Yours

Every piece is available through our bespoke and tailormade service, with pricing reflecting fabric choice, cut, and craftsmanship – allowing you to draw direct inspiration from Claudia’s wardrobe while creating something entirely your own.

This is fashion with substance. British fabrics. Yorkshire tailoring. And a silhouette that says you know exactly what you’re doing

If The Traitors has put British tailoring back on the map, we’re very happy to be cutting it – one statement coat at a time.

Follow @nortonandtownsend on Instagram for styling inspiration, behind-the-scenes craftsmanship, and a closer look at how these new pieces blend effortlessly into every wardrobe – from boardroom to countryside.

T: 0345 066 2030
114 Bolling Road, Ben Rhydding, Ilkley LS29 8PN
W: nortonandtownsend.co.uk