Some startling news for all of those in fashion has come out today: Oprah Winfrey has opened her first store in Chicago in the US.
This news might not shock too many - she has tried her hand at quite a few things over the years, from schools to appeals but moving into the retail world is another step completely.
Winfrey can make or break a business, cause or anything really with a few simple words. An endorsement from one of America's most power could literally mean sink or swim for a brand or individual.
A statement from Winfrey's publicist claims the 5500 square-foot shop is a "speciality store full of merchandise that represents the style and taste Oprah celebrates and shares on 'The Oprah Winfrey Show'."
Fans can snap up the star's favourite books, music, and clothes - all with the Oprah label. And with the power that Winfrey commands she could literally be shaping fashion in the coming weeks, months and years. While celebrities trying their hand at endorsements or their own labels is nothing new to retail and fashion, having someone so powerful doing so is.
Imagine a clash of Winfrey vs Kate Moss in the global sales race. Who would win this contest? While Moss has the credentials behind her from her career in modeling and, in theory, she should have a better understanding of fashion, my money would be on Winfrey.
What do you think about Oprah's new retail venture? Who do you think has the most potential influence on fashion sales in the world? Post your comments below.