When the Duchess of Cambridge, née Kate Middleton, stepped out onto the steps of the Lindo Wing to introduce Prince George to the world, it soon became clear that the 'Kate effect' extended to her newborn baby.
The bird-print muslin in which George was swaddled, from aden + anais, sold out within four hours of his appearance. The brand's website also crashed and they experienced a 600 percent increase in sales on that item.
With Kate's second baby due to be born any minute now, royal fans have already started speculating about what she will wrap the little one in for his or her debut – she may well choose anais + aden for the second time. HELLO! Fashion reached out to the label, and while they were unable to confirm whether Kate has picked anything up for the new arrival, they did open up about their royal seal of approval back in 2013.
Making his way home to Kensington Palace in anais + aden
"When I was first made aware that the Duke and Duchess of Cambridge chose to debut Prince George in aden + anais, I couldn't believe it, I thought it was Photoshopped!" co-founder Raegan Moya-Jones told us.
"We were truly grateful and so delighted, especially since the Duchess reportedly picked out the muslin personally. That's the nicest thing, as at the end of the day, she was a first-time mum, like all of us once were."
The wrap had sold out within four hours
The 100 per cent muslin cloth is part of a pack of four "jungle jam" themed swaddles, printed with a doodled bird, giraffe, elephant and money, which retails for £44.99.