Love Island's Zara McDemott is said to be dating pop star Olly Murs after the pair met on a night out in Essex last month.
It has been rumoured that The Voice star took a liking to Zara after noticing her incredible bikini snaps on Instagram.
Now, the 34-year-old is said to be smitten with 21-year-old Zara after enjoying a number of dates together, despite claiming they're just friends.
It's thought Olly even invited her to be a special guest in the audience when he was judging the semi-final of The Voice.
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"Olly is smitten with Zara and it's not hard to see why," an insider told The Sun.
"He tried to make out they're just mates but there's real chemistry between them.
"Now their romance is blossoming into a relationship. He treats her like a princess and is very complimentary about her."
Olly and Zara are believed to have been on a number of low-key dates in an attempt to get to know each other away from the watchful eye of the public.
The budding new romance comes after Zara split from her Love Island beau Adam Collard in February.
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Meanwhile, Olly has been single since his split from property manager Francesca Thomas in 2015, however his friends claim Zara could be the perfect match.
However, when Olly was grilled about getting snap happy on Zara's Instagram, while appearing on Heart breakfast show, he insisted the pair are just "friends."
"I just need to get a few things out the way - to address a few rumours - Zara McDermott, Love Island?" Jamie Theakston asked.
Olly replied: "She's just a mate. Do you know what she's just a mate. There was a story the other day, I liked one of her photos on Instagram and then she liked one of my photos."
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"But hang on," Jamie continued. "I've checked that - You've liked all the pictures of her in her bikini I've noticed."
Olly responded: "No I didn't, that's a lie. She looks good in a bikini. What's wrong with that?"
Featured Image Credit: PA ImagesTopics: Zara Mcdermott, Celebrity News, Love Island, Celebrity Entertainment