It looks like 'The Kate Effect' may be rivalled by the 'The Royal Baby Effect' as the newborn Prince's very first outfit - his bird-print swaddle - flies off shelves.
The Prince of Cambridge is already following in his mother's footsteps and causing a consumer frenzy.
The bird-print, 100 per cent cotton muslin swaddling wrap is by US-based company aden + anais , a brand which is available in department stores in the UK, as well as online.
The cloth in question is part of a pack of four 'jungle jam' themed swaddles that are printed with a doodled bird, monkey, elephant and giraffe, and retails for £44.95.
"We are truly grateful and so delighted that the couple chose to debut the prince in aden + anais, it is such an honour!" aden + anais founder Raegan Moya-Jones told The Telegraph . "We wish the Duke and Duchess of Cambridge many congratulations on the birth of their son."
The company was started by Moya-Jones, an Australian mother-of-four, when she noticed that despite the invention of disposable nappies, dishwasher-safe baby bottles and super-prams, the one thing that hadn't changed was the fact that all mothers continue to swaddle their newborn infants. Her unique cloths are not just ideal for swaddling, but also as a stroller cover, nursing shield, 'tummy time' blanket, or a burping cloth.
Meanwhile the Duchess's fashion prowess shows no signs of waning despite new motherhood. According to the Evening Standard , she caused Jenny Packham's website to crash yesterday evening as news spread that her custom-made pale blue polka-dot dress was by the British designer.
The dress in question, however, was in fact custom-made for the Duchess and the label, a firm favourite with the new mum, will not be reproducing it.