The Claudia Winkleman effect: The Traitors and country gothic

There are many things about The Traitors that set it apart from other reality-TV formats. Firstly, its cast of complete unknowns, who bring an authenticity that stars who know how to play to the cameras would be incapable of. Secondly, the fact that we are omniscient viewers gives us a feeling of superiority – who hasn’t watched whilst thinking to themselves “but it’s so obvious, how on earth are they getting it so wrong”? Thirdly, especially in the UK, we have a fascination with the detective story, with Agatha Christie and Sir Arthur Conan Doyle being two of our most revered writers. We have a want to solve mysteries and expose liars, so find satisfaction in the Faithfuls doing just that. Finally, the show’s aesthetic captivates our imagination and heightens its drama. If you were one of the 7.4 million viewers tuned in to the season 3 finale of The Traitors UK, I’m sure you’ve also been attracted by its Gothic setting and atmosphere.

The Gothic is re-emerging into the mainstream, particularly in fashion and interior design

Despite having been a largely underground subculture for many years now, the Gothic is re-emerging into the mainstream, particularly in fashion and interior design. Whilst designers such as Alexander McQueen have always leant into darker inspirations, drawing heavily on Victorian melancholia and fairytales, in recent years, brands such as Prada and Balenciaga, who are not usually so associated with the Gothic, have also began drawing upon the dark romanticism of the aesthetic. Mainstream celebrities have also been seen sporting elements of Gothic fashion. Timothée Chalamet recently “brought back McQueen’s iconic skull scarf” whilst on his way to a Saturday Night Live afterparty. Coincidentally, Robert Eggers’ Nosferatu was released in UK cinemas on January 1 2025 , the same day that episode one of The Traitors aired, marking the beginning of a year of Gothic renaissance.

Laura Kinston of High Life North refers to the emergence of the fashion trend “Country Goth” as “the Claudia Winkleman effect”, and collates in her article “top picks to get the look.” Country Goth as a fashion trend combines country, or Highland-inspired clothing with Gothic elements, such as Claudia Winkleman’s iconic fingerless gloves, messy eyeliner, and cape-like silhouettes. Through just a quick and simple Google search, there are several pages of articles on Claudia’s outfits and where to shop for “Claudia Winkleman’s gothic-meets-countryside fashion.”

There is no doubt that the Gothic undertone to these trials brings a perceived sense of danger, which makes for entertaining television

In addition to the styling, the challenges that the contestants must take part in, in order to boost their prize fund also often have a Gothic feel. In season one, we saw wicker beasts, chapels, and contestants being buried alive in underground graves. Season two featured crypts, tombs, a poisoned chalice, and the memorable funeral staged for Diane of fizzy rosé fame. This season didn’t disappoint with its giant traitor statue; horse-drawn carriages, coffins, creepy clowns, dolls singing nursery rhymes, and a giant chess set. There is no doubt that the Gothic undertone to these trials brings a perceived sense of danger, which makes for entertaining television.

The setting of The Traitors offers the perfect opportunity for Winkleman and the contestants to embrace the Country Goth aesthetic. The show is filmed at Ardross Castle in the Scottish Highlands – a forebodingly large estate looming over the sweeping landscape seems like a setting plucked straight out of a traditional Gothic novel. The isolation of the landscape reflects the isolation of the paranoid contestants, as they continuously wonder who to trust and who might be playing an excellently deceptive character. The interior décor of the castle features deathly images of skulls and ghosts, as well as intimidating portraits and “a regal style banquet hall,” scattering eerie images throughout the otherwise-homely rooms. The sinister setting of the Round Table where, at the end of each episode, contestants must interrogate each other to try to ascertain who amongst them may be a traitor before banishing them from the game, has been revealed to be “cold” and “sinister” by previous contestants. It is clear that the décor of the castle appeals to the general public at the moment as, similarly to Claudia’s outfits, there have been many articles published in interior design magazines giving tips for transforming your house into a Traitors style abode.

It is clear that the emergence of the Country Goth aesthetic into mainstream culture has been largely influenced by the dressing of the show

By leaning into the Gothic aesthetic through the setting and the styling of the challenges and the castle, the producers manage to reflect the paranoia of the contestants, and present a reality show that looks entirely different to anything else in this genre. It is clear that the emergence of the Country Goth aesthetic into mainstream culture has been largely influenced by the dressing of the show. I look forward to seeing how the Gothic is integrated into the next season.