From the moment Cheryl Cole stepped out in an ill-fitting grey dress at Liam Payne's sister's wedding earlier this year, rumours have been swirling that the former Girls Aloud singer may be pregnant.
The official line simply claimed that Cheryl, who has been dating Liam since December, didn't want to distract from the bride, and while not everyone was convinced, the speculation did indeed calm down for a month or two.
And then L'oreal only went and released their latest ad campaign and inadvertently stoked the fire again as viewers debated whether Cheryl's appearance might mean there could be a baby on board.
Looking stunning with a slightly fuller face than we're used to seeing her, Cheryl in addition to reminding us that she was worth it reminded die-hard Directioners that they had some speculating to do.
Taking to Twitter to gush over this unconfirmed pregnancy, one wrote: "Why did Liam suddenly change his bio and is like "the luckiest man" i think that Cheryl is pregnant omg!"
why did Liam suddenly change his bio and is like "the luckiest man" i think that Cheryl is pregnant omg
— denise (@ljpbalmain) September 13, 2016
"Wait, what the f*ck? Is Cheryl pregnant?" questioned another social media user.
Cheryl's pregnant just watch
— ˗ˏˋ lou ˊˎ˗ (@wonderlandfthes) September 13, 2016
And while we all know Directioners are known for losing their cool from time to time, it seems they may have the backing of a few inside sources who recently revealed that Cheryl is currently preparing for motherhood.
"Cheryl's never been more determined to have a baby. It's like it's the only thing in the world that matters to her," they revealed.
"Cheryl has a stash of pregnancy and motherhood books she's always reading. She's never been so focused on something," they added.
Sounds like those eagle-eyed viewers may be on to something…