The Swedish clothing group declined to comment, and the Elysee Palace has refused to issue an official confirmation or denial.
But bump-watchers only had to look to a string of recent press reports and photos to find more hints to support the hunch.
First, there were reports of Bruni's pregnancy in reputable French publications including Le Figaro, Le Journal du Dimanche and Le Parisien. Then there was the fact that the singer and model declined an invitation to attend the premiere of Woody Allen's Midnight in Paris, in which she appears, in Cannes on Wednesday.
Bruni has a son, Aurelien, born in 2001 to the singer and her former boyfriend, philosopher Raphael Enthoven. She is 43 years old.