At first glance, this grainy CCTV image could be of any mum dressed down in a casual hooded top and trackies, holding her baby close as she browses in Mothercare.
But if a Twitter storm of 'witness' accounts is to be believed, and indeed confirmation from the store itself, the lady in the picture is actually none other than mega star Beyoncé and her gorgeous little girl, Blue Ivy.
And yes, the image really was taken at the Mothercare branch in Newbury, Berkshire.
The manager of the store, Lesley Theobold, told reporters that the 31-year-old singer had been in to stock up on baby stuff - but that staff had respected her privacy.
"We can confirm that she was in the store but we respect her privacy as a new mum," Lesley said, adding 'if she wants to come in again, we would love to see her'.
In a town famed for its racecourse and not much else, the question on everyone's lips of course is not why was Beyoncé in Mothercare, but what the devil was she doing in Newbury? Performing an intimate set pub gig as part of her current world tour, maybe?