If you were a supermodel earning £5 million a year would you do your Christmas shopping at Bhs?
But that's exactly where Kate Moss has just been spotted by the media shopping for toys for her daughter at the Oxford Street flagship store.
The publicity couldn't be better for the high-street chain, which has landed itself a skilfully camouflaged celebrity endorsement from one of the country's leading fashion icons.
Consumers could be forgiven for thinking that 34-year-old Moss is a keen admirer of the nondescript retail chain, when they got a load of pictures in the national press of Kate bargain-hunting in the store, accompanied by rocker Jamie Hince playing out the part of bored boyfriend.
But on closer inspection, it should come as no surprise as Moss is known to be a business buddy of retail tycoon Sir Philip Green, who owns numerous big name stores including Bhs and Topshop.
Last year Sir Philip struck a deal with Moss to design her own range of clothing for Topshop.
Then just last month Moss was seen leaving Bhs with carrier bags of toys shortly after a visit to the company headquarters with Sir Philip and boyfriend Hince.
Few in the PR profession would doubt that the model's latest appearance in the store was a stage-managed publicity stunt.
And this is the kind of PR that the ill-fated shopping rival Woolworths could have only dreamt about.
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