Seems to have changed to working class who are loutish and work-shy. i see it as working class who affect 'label' clothing and have a love of bling and tans. TOWIE are essentially chavs, by the sound of it; never seen the show, but have seen the pictures.Collins gives "A working class person who dresses in casual sports clothes" Still think they have to be expensive 'label' clothes though.
It's a step back from simply naff; naff is e.g. wearing bulky Rolexes or Louboutin shoes when shopping !