The Duchess of Cambridge only has to step out of her front door for a flashbulb frenzy to ensue, so a change to her signature long brunette locks inevitably sparked a flashbulb fever at the opening of the Natural History Museum's Treasure exhibition.
So it's breaking news: Duchess Kate has had a fringe cut in. And, here on the MyDaily desk, it gets one big thumbs up.
The soft, sweeping, long bangs are a little bit 70s, a little bit Farrah Fawcett, and we're a little bit in love with the fresh, fab change-up, which looked brilliant with the retro, worn-before £1,400 emerald belted Mulberry dress.
It's thought the fringe was created by Kate's favourite hairdresser Richard Ward, whose flagship salon is located in Sloane Square.
The Duchess was the guest of honour at the launch of Treasures , which displays 22 of the most extraordinary specimens that have ever been on show at the Natural History Museum, and opens to the public 30 November.
But never mind that for now... More importantly, what do you think of the new fringe?
More Duchess Kate below: