Royal baby: Maternity patients 'bewildered' by media set up outside St Mary's Hospital
Even women in labour are being dazzled by the royal baby effect.
While Kate Middleton, who is believed to be five days overdue, is set to give birth over the next week, maternity patients at St Mary's Hospital are hoping to catch a glimpse of the Duchess during their time there.
The Duke and Duchess of Cambridge have reserved the Lindo Wing at the same hospital where Prince George was born in 2013, costing an estimated €13,000 per night.
Staff are said to be working tirelessly to ensure it's business as usual for the rest of the patients in the maternity ward though and two women joked to Us Weekly they would hold off as long as possible in giving birth to see the royal buzz.
International media are currently camped outside the hospital and have been for the last week, in addition to fans who have spent several days and nights there in a bid to be part of the birth.
"It's all very British — keep calm and all that. I think if Kate were to walk in, the majority of people there would pretend they didn't notice her. No one wants to add to the hysteria outside," an insider told Us Weekly.
"It's business as usual for the doctors, nurses, and midwives working there. They're used to important people coming in. They're all doing a great job of ignoring the fact there's a slight odd situation going on outside."
"The real patients all look a bit bewildered."
Meanwhile, the mother-to-be has reportedly been enjoying some pre-baby pamper sessions, including a pedicure and blowdry.
"Kate had her hair done a couple of days ago, plus a mani-pedi, her legs waxed and a nice relaxing facial," a royal insider told American OK! magazine.
She has also been busy planning her outfit for when she leaves the hospital; a moment that will be captured by the world's media.
When she showed off Prince George for the first time in July 2013 Catherine chose a summery blue and white polka dot Jenny Packham dress and famously had her hair done in the ward before 'the big reveal'.
"Kate just loves yellow. It's very spring-like for the new arrival. She's just going to decide after the baby's born what she's going to wear," the insider said.