'The Morning Show' Costume Designers Dish on the Characters' 'Dramatic' Wardrobe Evolutions (Exclusive)

Debra McGuire, Sophie De Rakoff and Beth Lancaster talk to PEOPLE about what to expect from the clothes in season 3 of the hit show

With season 3 of The Morning Show, Bradley Jackson (Reese Witherspoon) and Alex Levy (Jennifer Aniston) pick up where the show left off — in the throes of COVID. But with both morning hosts eager to move beyond their a.m. time slots, their characters are primed for more as the new season picks up today on Apple TV+.

With their characters continuing to evolve — and with new characters coming into play this season — it only makes sense that their wardrobes would change right along with them. PEOPLE spoke with the shows three costume designers, Debra McGuire, Sophie De Rakoff and Beth Lancaster about how Bradley and Alex's wardrobes have been updated for this season, as well as Stella's (Greta Lee), another key player who sees a major wardrobe shift.

Related: 'The Morning Show' Renewed for Season 4 Ahead of Season 3's Fall Premiere

Season 3 of the show finds Bradley and Alex moving beyond "The Morning Show." How does Alex's wardrobe evolve with her?

Debra McGuire: Juxtaposed to season 1 and season 2 is that we now, she's not hiding behind clothes. We don't see her really bundled up in these jackets. She's much more physically exposed. We see a lot of arms. We see skin, we see more body-forming clothes, more body conscious, and I think it's very symbolic of where Alex is at.

She's feeling better in her body. She's feeling good, she's feeling powerful, she's feeling stronger. And I just think it's a great metaphor to see that physicality and to take us through this season in the way that it does. And of course, Jennifer adds a lot to the clothing part in terms of her magical powers of physical beauty.

Bradley has also changed so much in three seasons. How have her costumes evolved with her as a character?

Sophie De Rakoff: I think there has been a dramatic evolution with Bradley. Season 1, she's a field reporter from West Virginia. She gets put in this position on morning news that I don't think that she's ready for emotionally or physically. That is part of the trajectory in the story of season 1 is her stepping into and learning to be comfortable with this and pushing back against the manipulation and the expectations of gender and position.

What that means in terms of the costumes early on is that she's a very practical person. It's jeans, it's boots, it's blazers, it's what a field reporter would wear. And then we get to season 3 and we meet her and she is the evening news anchor.

She's really and truly earned her seat at the table, and I think she herself, the character, feels deeply accomplished. This is the culmination of all of her professional dreams. Bradley is a workaholic. It's all about work for her. The focus is on how she presents herself as an anchor and what that means to her.

Related: 'The Morning Show' Crew Is Looking for a 'Lifeline' in Season 3 Teaser: 'Let All the Secrets Come Out!'

So you've now got this very sculpted graphic silhouette that she's working with. She has the confidence and the power to be able to come back to the pantsuit, the more masculine aspect of that world, because it's evening news and she doesn't have to wear the color and wear the dresses that she wore for morning news.

But within that, there's the shorter skirts, the fitted jackets, and it's specifically to speak to the duality of who Bradley is as a person and who she is as an anchor, which specifically is always talked about — that she can speak to the left and she can speak to the right.

She chooses to identify as bisexual so there's a traditional masculine and feminine, and all these things are explored within her wardrobe as an anchor — the duality. Then there's just the general elevation across the board. Her character has more money. Her character has more access.

Her character probably has a stylist, and she also has become more confident, more body conscious, and has left a little bit of the West Virginia behind and is now kind of leaning into more into the New York celebrity of it all.

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Related: 'The Morning Show' Crew Is Ready to 'Burn It All Down' in Season 3 Trailer: 'It Is Time to Smash and Shatter'

Stella matures a lot from season 2 to season 3, both as a character and in her wardrobe. Talk us through how her wardrobe grows up in season 3.

Beth Lancaster: Absolutely, yes. What you'll see between seasons 2 and 3 is a differentiation in materials and a little bit in silhouette, for Stella. You'll see us dropping a bit of the fleeciness and going to higher-end materials. It may be a bit of the same silhouettes for Stella, but it's in a finer material.

Whereas in season 2, it may have been your fleece hoodies and such. In season 3, you'll see it's going to be a Loewe hoodie. It's going to be the much finer, much more expensive version of that. It's going to lay in a much different way, and it's going to be perhaps tailored out of wool instead of tailored out of a fleece.

But it's still the same Stella that we know and love. It's just elevated that little bit more as she's started to climb the corporate ladder. Instead of coming directly from Silicon Valley, she's lifted it up that little, little bit. She's taken it up a notch.

Sophie De Rakoff: I would also say as well, she's left behind some of the sportiness. The Nike, for example, the Nike suit from season 2. She now, at this point in her career, would not do that, but she would do the Sacai suits. It's that switch away from the fleece and the traditional sportiness into a more kind of academic intellectual approach to it.

You could tell that she grew up a little bit.

Beth Lancaster: That's exactly it. Yes.

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