Duchess Catherine with Prince George
Britain's Prince George is already proving to be a trendsetter.
The two-week-old tot - who was born on July 22 to parents Prince William and Duchess Catherine - has been dubbed a fashion icon after the bird-print cotton swaddle he was spotted wearing as the family left London's St Mary's Hospital sold old within a matter of hours.
New York based company aden + anais were swamped with orders after photos of the royal baby's adorable get-up hit the net, causing their website to crash.
Within nine days, the brand boasted a 600 per cent increase of sales on the item, with over 7,000 orders placed.
Raegan Moya-Jones, aden + anais's CEO, only discovered the blanket had been purchased by the royals when a co-worker showed her a picture.
She told the New York Daily News: "Not in a million years did I ever anticipate the future king of England was going to come out in an aden + anais swaddle. I was dismissive, because I really thought it was a joke."
The Duchess of Cambridge reportedly bought the muslin blanket herself from a London store.
It appears baby George is already following in his style icon mother's footsteps. Catherine's impact on the fashion industry - dubbed the 'Kate effect' - has seen a number of high street and designer brands struggle to cope with the mass demand her purchases cause.
Her navy blue engagement dress almost caused London-based brand Issa to go bust, and sales of Moses baskets soared after she was spotted buying one for baby George.
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