Celebrities bloody love PR. Bloody love it. Just look at Jordan and all the mad, mad things she's willing to do to promote some new business venture. But we expected a little more from the new Mrs Cheryl Fernandez-Versini, aka Cheryl Cole.
Basically, the X Factor judge managed, somehow, to dress exactly like she is a living embodiment of her very own perfume, Storm Flower, which she launched at a swanky do last night.
Just look at those similarities: beigey pleats, glassy stare… erm. Well that's it.
But listen, it's a slow news day today and our boss won't let us watch the Fifty Shades trailer anymore because apparently IT keep flagging it up so you're just going to have to deal with it.