ITV This Morning presenter Holly Willoughby always posts a photo on her Instagram account to her 1.9m followers before the show, to show viewers her long prom dresses choice.
Ordinarily fans love to comment, and she helpfully always tags where her fashion choices are from, in case anyone wants to adopt her style.
However, fans have been left 'devastated' by her latest post, posting 'crying' emoji comments on her latest choice - after being unable to FIND her dress on the website.
Looking stylish as always, Holly looked stunning in the photo she uploaded, opting for a red high-necked dress and pink velvet shoes.
She captioned the photo, saying: "Morning ya'll! Today's look on @thismorning... completely in love with this dress by @andotherstories pink velvet shoes by @officeshoes."
But while she'd helpfully told her followers where to find her outfit, eager viewers were left disappointed.
After going to And Other Stories website, they couldn't find the dress.
"I can't find the dress on the website!" said one fan.
Another said: "It's not on the And Other Stories website," commented another, followed by a crying face emoji.
Other fans spotted something very unusual about Phillip Schofield's co-host's photo, and were quick to comment.
The outfit comes after Holly last week spent between £5,000 and £10,000 on a bespoke dress from Suzanne Neville for The BRIT Awards.
The presenter, who has a huge net worth, stunned fans by wearing a short sequinned dress.
The 36 year old channelled her inner Kim Kardashian in the short gunmetal sequin cheap long prom dresses as she partied with her fellow celebrity friends.