Rihanna has caused a stir by donning a pair of grey jogging trousers by Florence and Fred for Tesco. She apparently selected them for an outing in New York at the weekend - combining them with a long coat and a green fake fur scarf.
The shock reverberated around the fashion pack, and the trousers have sold out.
TescoTesco has confirmed that the pop star bought the 'dance joggers' online. As the news hit of her fashion choice, the trousers were in the sale (reduced from £12 to £7) but now the shelves are empty.
It's certainly an unusual choice for Rihanna, who is more often seen wearing clothes from Stella McCartney's catwalk collection, her own collection for River Island, or something much less modest.
However, it's a sign of how far Tesco's fashion brand has come. The most recent figures show that sales have reached more than £1 billion a year - which represents 1.5% of the company's turnover. It now sells roughly half the value of clothes of rival Primark, and has its sights set on more growth next year. For celebrities looking to mix high end designers with low end off-the-shelf purchases - Tesco is now as much a part of the mix as Primark.
Sell-outHowever, you can be sure that when a celebrity chooses to wear an affordable brand, it will fly off the shelves.
In June Kate Middleton wore a white dress with black spots from Topshop to a tour of the Harry Potter studios. The dress sold out within an hour.
A year earlier it was Denise Van Outen who sparked a stampede when she wore a £37.50 green hummingbird print dress from M&S and over the next fortnight the shop received 200 calls from shoppers desperate to get their hands on it.
A couple of weeks earlier it had been the turn of Tulisa, who wore a bubble hem dress for the X-Factor auditions and the £60 Lipsy dress sold out within 24 hours.
Back in 2011 Kate Moss drove massive demand for a Primark cape after wearing it to the Isle of Wight Festival.
Meanwhile, Holly Willoughby caused a rush for a dress from Peacocks in March 2010 after wearing it on This Morning. It sold out within 48 hours.
And even the most unlikely of celebrities can have the same effect. When Samantha Cameron was photographed in a M&S cream and grey dress in October 2009 it sold out immediately. It was so popular that M&S made another version of the dress in black and white.