He mightn't be two years old yet, but Prince George is already a bonafide style icon.
Showing Harper Beckham and North West who really rules the under-three's celebrity style roost, the future King of England's adorable blue jumper sold out within hours of him wearing it on Saturday.
George was dressed to match his father Prince William as they made their way in the Lindo Wing of St Mary's Hospital in London, wearing an adorable Amaia cardigan.
And much like his mother Kate Middleton's selling power, his adorable jumper has sold-out with royal watchers rushing to recreate the children's look.
A spokesperson for the designer told E! News the item quickly sold-out within hours of George wearing it, saying: "Yes we unfortunately sold out all of our cardigans but hoping to have them back in stock in two weeks."
"We feel very honoured to see Prince George wearing our clothes, he is the cutest model we could ever ask for," the spokesperson continued. "We are also thrilled for the Duchess and her beautiful little Charlotte."
It's not the first time the 'George effect' has taken hold as his Christmas jumper by Cath Kidston, which he wore in his official holiday portrait, also sold out soon after.
Prince William and Kate Middleton are believed to have chosen a name for the new addition to their family. The royal couple welcomed a daughter on Saturday, a sibling for 21-month-old son George.
By merely being born, approximately on schedule, the new Baby Cambridge has performed the vital duty of taking Britain's mind off elections, tragedies, scandals and the fate of Jeremy Clarkson. Presumably the Duke and Duchess did not plan their second child's arrival for the run-up to polling day, but the timing - with its healthy whiff of royal insouciance - reminds us also of how serenely The Firm floats above the passage of lesser events.