The Duchess of Cambridge, née Kate Middleton, sparked a frenzy of activity on the ASOS website on Wednesday morning. The royal stepped out for an official engagement on Wednesday morning sporting a £35 maternity dress from the e-tailer.
The polka dot number was in stock in all sizes when Kate was initially spotted, but just minutes after the dress had been identified, it had completely sold out – another demonstration of the 'Kate effect'.
The pregnant royal rocked the £35 ASOS number
It's not the first time the striking brunette has worn ASOS – back in 2013, when she was pregnant with Prince George, she was spotted dressing her baby bump in a £17.50 dress from the online shop.
For her official engagement on Wednesday, thought to be one of the last before she goes on maternity leave, Kate paid an emotional visit to a children's charity in Woolwich, London.
She paired her dress with a simple, long black blazer.
The dress was sold out within minutes
The royal was making the visit to learn more about Home-Start, and how the charity supports children and their families.
The eight-month pregnant Duchess was greeted by the charity's chief executive Rob Parkinson and the centre's manager Dawn Brown. The pair told Kate about the work the charity does to improve confidence and build better lives for children.
Kate kicked off her visit by attending a coffee morning, where she was able to hear firsthand how Home-Start supports local families.
She then observed a volunteer training session, in which volunteers are taught how best to offer practical and emotional support in a family's home to help children make the most of nursery or school.