Everything the Duchess of Cambridge touches seems to turn to gold – or, at least, sells out instantly.
High street retailer Reiss doubled their profits last year after the royal wore their cream silk dress for her official engagement photo.
And the £69.99 Zara number she wore to a Gary Barlow concert in December sold out within an hour the following day.
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Now, we could be set to see the ‘Kate effect’ repeated again with her wellington boots.
The 29-year-old was seen looking très chic in £300 “Vierzonord” Le Chameau wellies as she watched Prince William playing in a football match just before Christmas.
She was joined by Prince Harry, who was also wearing a pair.
But it seems unusual that Kate, who is widely known to champion the British high street, would choose an expensive French brand over the UK’s market leading manufacturer of wellington boots – Hunter.
Hunter boots – which retail at a more modest £75 – fell into administration in 2006, but were rescued by another Kate.
Supermodel Miss Moss got her hands on a pair, and accessorised them with a tiny pair of denim shorts at Glastonbury.
Kate Winslet, Madonna, Coleen Rooney, Gwyneth Paltrow and Naomi Campbell all followed suite and Hunters began to be seen as an essential on the festival scene.
When David Cameron visited Washington DC in July 2010, he gave President Obama’s daughters a pink and a purple pair.
No wonder then that after its previous difficulties, that year Hunter reported a record 16 percent rise in profits of £4.1m on 2009.
And with many of Kate’s regular fashion followers unable to afford the £300 pricetag for her swish French boots, the British firm may well see another sharp rise in profits.