From Alexander McQueen to Jasper Conran, there have been several British fashion houses tipped to be Kate Middleton's choice of wedding dress designer.
But a new name has now entered the frame: relative unknown Sophie Cranston.
A farmer's daugher who set up her own label, Libelula, nine years ago, the 34-year-old Londoner has previously worked for Alexander McQueen and Alice Temperley.
And she has already outfitted the princess-to-be.
Kate wore a Libelula vintage-style velvet dress coat in January for a friend's wedding in Yorkshire.
The 29-year-old is said to have gone to Sophie with her dream dress in mind, having taken inspiration from her History of Art degree, in particular the Renaissance period.
Sophie has a bespoke line of wedding dresses (some images from which are pictured below).
These new reports emerge from the Huffington Post's royal correspondent Yvonne Yorke, who maintains she has known the true identity of the designer all along.
"I'm now ready to reveal information I first heard from my sources four months ago: Sophie Cranston of the Libelula label is believed to have won the coveted commission to make Catherine's wedding dress," she said.
Whilst Sophie has made no comment about the speculation, her mother Mary has spoken out about the rumours.
"I'm sure it's not the case," she said.
"Kate Middleton happened to wear one of Sophie's coats earlier in the year then we saw that the bookmakers had put my daughter at 16/1 as the designer of the wedding dress."