MasterChef fans tune in for the food, but many are now turning in for the fashion tips.
Judge Melissa Leong's outfits have become so popular, designers around the country see sales spike – with some items selling out – after each episode airs.
And with a large focus on showcasing Australian-run, female-led fashion businesses, Melbourne-based womenswear brand OnceWas designer and director Belinda Glynn said Leong was helping the struggling retail industry.
When Leong wore the OnceWas Atoll Tie Waist Cotton Broderie Dress during last year's series, sales tripled on the item and Glynn said they expected a similar reaction after June 24 when Leong is set to appear in their white Atoll Cotton Broderie Dress.
"Melissa has the rare combination of being able to carry off aspirational style while still being relatable to a wide demographic," Glynn said.