Following steadily in his mother the Duchess of Cambridge, née Kate Middleton's footsteps, Prince George already has the nation rushing out to buy the adorable little numbers that he dons for special occasions. But the 'George effect' has been stopped in its tracks this time round, as the cute blue woollen tank top that the 17-month-old was seen in in new photos released by Kensington Palace on Saturday was already sold out before the pictures were released.
High-end high street retailer Cath Kidston is hoping to put the London Guards top back on sale after being inundated with requests from shoppers worldwide.
The company's official Twitter feed said on Sunday, the day after new photos of the gorgeous royal were released: "We sold it but it sold out a while ago...
"Given the huge demand we're looking into getting more.
"We'll be speaking to our team tomorrow to see what's possible so we'll be able to update you next week #fingerscrossed."
The vintage-style clothes, accessories and homeware company was of course delighted to see George in one of their designs. They wrote on their blog: "We were so proud to see our favourite little soldier Prince George wearing his London Guards tank top for official Christmas portraits this year."
Unfortunately though, the retailer was caught off-guard ahead of the sudden furore that was to hit its website as it didn’t know that George was going to be pictured looking adorable in its Guards Tank Top, which retailed at £28 but was reduced to £16 before selling out.
In an effort to satisfy public demand, Cath Kidston pointed shoppers towards their other tank tops – a Stop Thief! design and a Dogs design, both reduced to £18.
Prince George teamed his tank top with a white cotton shirt from Polarn O. Pyret, a pair of corduroy shorts by Amaia Kids – which have also sold out – a pair of socks also by Amaia Kids, and a pair of black Start-Rite Jo First Walking Shoes for his latest round of photographs.
The shots, which are available to see in this week's issue of HELLO! magazine out now, were taken on the steps of his Kensington Palace home by Ed Lane Fox, his uncle Prince Harry's private secretary, who used to work as a freelance photographer.