Rochelle Humes Celebrates Jeans on This Morning After ITV Rule Change

⁤ Updated May 30, 2025

Rochelle Humes, a host on ITV’s This ⁣Morning, expressed her delight after network⁢ executives relaxed a long-held dress code. The change now ⁢allows presenters to wear jeans.

Humes, known from her time with The Saturdays, joins⁤ a rotating roster of hosts including Ben⁣ shephard, Cat Deeley, Dermot⁤ O’Leary, Alison Hammond, Sian Welby and Craig Doyle.

As Humes began appearing on This Morning with her husband Marvin Humes in 2013, hosts were required to dress in smart attire, prohibiting jeans. Humes quickly took advantage of the updated ⁤policy,wearing River Island jeans on Wednesday’s episode.

Humes shared the news on TikTok, ⁢saying, “Ther’s a new rule. We didn’t used to be allowed ⁢to wear jeans, ⁢did we? But we can wear ⁣jeans now. This is amazing news ⁤for me.”

The⁣ change comes as ITV implements scheduling adjustments. Lorraine,hosted by Lorraine Kelly,will be shortened by 30 minutes,with that time reallocated to ⁤ Good Morning Britain as part ⁢of cost-saving ⁤measures. This Morning will retain ⁣its 10 a.m. to 12:30 p.m. time slot.

An ITV source told MailOnline that retaining Lorraine Kelly’s ⁤show was key⁣ during discussions of industry challenges. The show has a high audience share, reaching 2.7 million viewers.

Earlier this month, Sian Welby, another This Morning host, revealed⁣ she initially ‍concealed her⁣ pregnancy, fearing it would affect her opportunities on the show. Welby, who gave birth to her daughter Ruby last June, was 20 weeks pregnant when she began co-hosting with⁢ O’Leary.

Welby said on Giovanna Fletcher’s Happy Mum Happy Baby podcast,”When you first start a job,you think ‘Nobody knows what I’m actually like,that I’m trustworthy’ and you ⁣have to prove yourself.”

What’s next

ITV continues to adapt its programming schedule amid evolving⁢ industry demands, balancing cost-cutting with maintaining popular shows like This morning and Lorraine.