Princess Charlotte's €12 yellow jumper sells out in minutes after birthday photo's release
When Princess Charlotte emerged from London's St Mary's Hospital in her mother's arms wrapped in a delicate wool shawl, family business GH Hurt and Son experienced an unprecedented surge in sales as new parents rushed to emulate the newest addition to the royal family.
It seems two years on the Princess isn't any less of a style icon.
Just hours after Kensington Palace released a photograph celebrate the royal toddler's second birthday, visits to the website of UK department store John Lewis spiked, as parents desperately tried to add the embroidered yellow cardigan to their shopping basket.
The £10 (€12) jumper sold out in a few short hours after Charlotte's photo was released by Kensington Palace, ahead of her birthday celebrations on Tuesday.
In the image released this morning, the Princess is the image of her dear old dad the Duke of Cambridge, smiling at her mum Kate Middleton through the lens at Anmer Hall.
In a statement Kensington Palace said: "The Duke and Duchess are very pleased to share this photograph as they celebrate Princess Charlotte's second birthday.
"Their Royal Highnesses would like to thank everyone for all of the lovely messages they have received, and hope that everyone enjoys this photograph of Princess Charlotte as much as they do."
The Princess has been protected from the public in recent months, and the last image of the toddler was released on Christmas Day, when she attended a church service close to the home of her grandparents Carole and Michael Middleton. Prior to that, the Princess was photographed during a trip to Canada with her parents.
The family is getting set to spend more time at Kensington Palace, as Prince George prepares to begin nursery school in the autumn.