Holly Willoughby's daily fashion choices on This Morning generate thousands of responses from fans on social media each day.
The TV presenter has proved to be such a fit with viewers that she has teamed up with M&S to model the store's new Autumn collection for 2019.
The collection features a host of new clothes but one dress could be the biggest seller of them all after Willboughby modelled it in the latest release.
A floral midi dress priced at £45 is the pick of the collection and is on sale now on the M&S website.
The flattering ivory coloured dress is adorned with a bold blue boho floral print, giving in a real autumnal 70s look.
It can be teamed with ankle boots and a cosy coat or leather jacket for a stylish look for the third quarter of the year - and items are expected to fly off the shelves for the high street brand.
Keen shoppers are already singing the new style's praises on the retailer's website.
One happy shopper gushed: "I saw this dress in store yesterday and asked the assistant where I could find it. She went around the shop twice and then asked someone else. She said it wasnt on sale until Thursday but offered to go and get one for me. I tried on the size 16 regular and it was perfect.
"It hits mid calf and has a fabulous elasticated waist and cuffs. There is a small high neck with buttons on the back and it's a lovely soft fabric. There is plenty of room underneath for another layer if needed. I plan on wearing it with trainers now and boots later on. Cant wait and it seems I am one of the first to have it. Very impressed with their autumn range. Well done m&s".
It is not the first time a single dress has captured the imagination of the public. During summer a simple polka dot dress became a viral sensation after a dedicated Instagram account began to share pictures of people wearing it throughout the summer.
The Zara dress quickly sold out on the Zara website here.
