Style bible Vogue commands a reverence among the fashion cognoscenti, so when the magazine's editor, Alexandra Shulman, singled out Coleen McLoughlin and praised her for her "brilliant sense of style", it made people sit up and see beyond her WAG credentials.
Now better known as Mrs Wayne Rooney, the 24-year-old fashion fan has honed her look and translated it into a number of commercial projects which reflect her interest in "girly's" things. She has her own make-up range, fragrances, a fashion book and an exercise DVD Brand New Body Workout, and today she launches her latest range of jewellery for Argos.
A busy lady with a 20-month-old son, Kai, to look after, Coleen's new jewellery ideas include a black enamel collection featuring cubic zirconia and a layered pearl look, good with everything from LBDs to a white shirt in the office.
Displaying a strong romantic streak, Coleen confesses her favourites pieces are the With Love collection of sterling-silver locket and pendant which feature her handwriting.
"When the baby was born Wayne bought me a locket, so apart from my wedding ring and engagement ring, my favourite piece of jewellery is my locket. I have a photograph of the baby in it, so it is really personal."
When it comes to clothes, Coleen says: "I like what I like. I dress for myself and I don't dress for anyone else. I like to try different things.
"With age you get to learn what suits you, what colours and styles. Doing fashion shoots, I get to try different things and sometimes I'm quite surprised."
While her life features lots of red-carpet occasions, Coleen admits she is "casual" at heart. "I like jeans, tops and wedges, and of a night I do get dressed up. I like that variation because if you got dressed up every time, it would get quite boring."