First Lady Michelle Obama has sent lingerie sales into a frenzy after she shopped up a storm at an Agent Provocateur store in New York.
The American president's wife is claimed to have closed down part of Madison Avenue in Manhattan during a shopping spree that saw her spend a reported $50,000 in the boutique.
Some media reports claimed the trip helped boost sales at the company by more than 12 percent.
Agent Provocateur, a label renowned for its risqué lingerie designs, was founded in 1994 by the son of British fashion designer Vivienne Westwood, Joseph Corré, and his then-wife, Serena Rees.
The label's first shop opened in London's Broadwick Street in Soho in the same year.
In 2007, the company was purchased by the private equity firm 3i for £60m.
The label boasts an unmatched list of celebrity clientele, with pop singers Beyonce Knowles and Christina Aguilera seen at its stores in recent months. Other high-profile fans of the label include Paris Hilton, Lily Allen and Carmen Electra.