And This Morning Holly Willoughby is wearing... whatever it is, culottes or a mini-skirt or a pretty, plain polo, you just know high street store bosses have their hands together in prayer, hoping it's one of their lines.
With 7.42 million followers on Twitter, 2.8 million on Instagram and two million ITV viewers eyeing her style, it is easy to understand why mum-of-three Holly, 36, is now one of the hottest things in high street fashion.
Oasis, a Holly favourite, knows only too well the effect she has on sales.
A spokeswoman said: "Holly is a brilliant role model and looks fantastic in Oasis.
"Whenever she wears the brand, our product sells out almost instantly."
In the past three weeks, several items Holly has worn have sold out soon after.
After she wore Kurt Geiger boots on November 6 and 7, a store spokesman said: "I'm happy to say the damsel boot has sold out in most stores since she wore it."
And it was a similar story when Holly wore a £55 Topshop skirt on November 20.
A spokesman for the chain said: "It sold out online almost immediately."
Marks & Spencer was flooded with calls and tweets when she wore their Per Una dress on November 14.
Fashion commentator Caryn Franklin says: "Most catwalk models are other worldly.
"But if a celebrity like Holly happens to wear a brand's clothes, they have struck gold.
"She is looking down to earth but is also glamorous and stylish, with the dream job.
"The PR department will be whooping with joy. Her allure is her accessibility. She is engaging with people in a way that gives her a lot of clout."
So are you desperate for a slice of Holly's style?
Here, we show you the looks she has sported on This Morning over the past three weeks. How many will you try to snap up while you still can?