Katie Price's "simple" Las Vegas wedding to cage fighter Alex Reid appears to be in stark contrast to her glittering, pink-fuelled nuptials with ex-husband Peter Andre.
But whether it marks a new lower profile for the glamour model and one-woman business empire remains to be seen.
The freshly-wed mother of three, 31, has lived just about every twist and turn of her life in the media spotlight, providing acres of copy for the red tops and celebrity magazines.
Despite her spokesman stressing her latest union had not been made with any media deal in place, reports of a £1 million publishing deal were already circulating.
Whatever happens, this latest episode in Price's life is likely to be picked over with as much tabloid frenzy as ever.
She was born Katie Infield in May 1978 to parents Amy and Ray, who split when she was four. Her mother married builder Paul Price and Katie took his name.
At school she was not an academic pupil but excelled at sport, swimming for Sussex. She also developed a lifelong passion for horses.
She left school at 16 determined not to end up in a mundane office job.
Encouraged by friends and family, she sent some holiday snaps to a model agency, was snapped up and Page Three soon beckoned.
Newly dubbed Jordan, her fresh-faced beauty and natural curves made her one of the most popular glamour models around.
But she was reportedly insecure about her looks and at the age of 19 she had the first in a succession of breast enhancements which saw her bust gradually balloon from 32B to a cartoonish 32FF and down again.
The plastic surgery did not end there and Price went on to have liposuction on her hips and thighs, fat implanted into her lips to boost her pout and a nose job.
Her love life has long fascinated her many fans and detractors.
After liaisons with singer Gareth Gates and Gladiator Ace, alias Warren Furman, she had a turbulent relationship with singer Dane Bowers.
She moved on to Manchester United star Dwight Yorke but their fling was short-lived.
She fell pregnant and Yorke initially demanded DNA tests before acknowledging he was the father.
Harvey was born in May 2002, but tests revealed he was blind and suffering from a growth defect.
While pregnant she suffered a health scare, when her manicurist noticed a lump on her left index finger. She had the rare cancer, leiomyosarcoma (LMS) removed.
However, she bounced back and posed for the Playboy cover in September 2002.
Two years later, she took part on hit reality TV show I'm A Celebrity: Get Me Out Of Here.
Viewers were transfixed as romance blossomed between Price and Andre in the Australian jungle.
After a fairytale wedding at which she arrived by a glass Cinderella carriage, the pair soon became a golden media couple, boosting their wealth and popularity with countless magazine deals, plus a string of hit fly-on-the-wall reality shows, detailing their domestic ups and downs.
As Price gave birth to a son Junior in 2005 and daughter Princess Tiaamii in 2007 she morphed into a busy working mother and attracted a large female fanbase.
Her devoted followers lapped up her many merchandising products, from lingerie lines, jewellery and perfume to equestrian gear and her string of hit novels, children's books and autobiographies.
Price even tried her hand at singing and brought out a charity album with her husband and made an ill-advised attempt to enter the Eurovision Song Contest.
However, by early 2009, the cracks in her relationship with Andre began to show and the pair announced their separation in May.
As their divorce was finalised, Price had already embarked on a relationship with Reid.
She hit the headlines for less happy reasons last year, after claims she was raped by an unnamed celebrity.
They first surfaced in her national magazine column and in a subsequent interview.
Price said she would "absolutely never" name the celebrity and had no plans to make an official report to police.
Surrey Police subsequently decided not to investigate the claim unless she co-operated with them.
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