The so-called Kate Effect - which happens when a dress or accessory worn by the Duchess of Cambridge, the former Kate Middleton, sells out - is well known. Now comes the George Effect.
Prince William and his wife Catherine's current visit Down Under has introduced a new style icon: their baby Prince George. At nine months old, he is already setting trends with his wardrobe.
Designers such as Rachel Riley are reporting that their designs have been selling out in hours online after being seen on the baby. Here is a look at some of the hot threads spotted on the young prince since the royal family started their trip on April 7.
George on a playdate on April 9 in Wellington, dressed in a Rachel Riley sailboat smocked dungarees and a bodysuit from the Chelsea Clothing Company. The Leicester, England, shoe company Early Days said online sales had to be shut down because of unprecedented demand, after George was pictured wearing its walkers, which sell for less than ￡30 (S$63.30).
The royal family arriving in Canberra on April 20, with George in a Rachel Riley blueberry cardigan and dark shorts. The outfits are still available but are not likely to last long, designer Rachel Riley told the New York Times.
The adorable tot got up close and personal with a bilby at the Taronga Zoo in Sydney on April 20. He is in a Rachel Riley striped Jersey polo T-shirt and navy pocket shorts.
After the prince wore an Annafie sailboat romper, arriving in Sydney on April 16, the label received "a lot of orders for more stock," Elisabeth von Kospoth, the brand's owner, told the New York Times.