The dress worn by Kate Middleton in the first official photographs of her son George, released yesterday, has already sold out.
Today.com reports that the $72 Jolene dress by maternity brand Seraphine sold out within two hours. Customers want the dress so badly that they are begging retail staff to double check that there aren't any left. The Duchess of Cambridge has worn a number of items produced by Seraphine. For example, she wore the same dress in a blossom print, the Renata polka dot dress, and the white Colette maxi skirt.
Seraphine's founder, Cecile Reinaud, relayed her excitement and surprise at finding out that Middleton had chosen her clothing for the first royal family portrait. “We already felt very honored that she wore a number of our dresses, but to be part of the official family picture was beyond our wildest dream; we were shocked,” she said. "We partied late into the night in the office.”
The other dresses that Middleton has worn by the brand have also sold out, causing a 100% increase in sales in the month of July. The label will be producing at least a couple thousand more Jolene dresses to meet demand, although the design was scheduled to be retired for the winter. However, New York Daily News reports that these dresses will not be available until September 16.
Reinaud explained that the "Kate effect" is an online and international phenomenon which causes any items of clothing that Middleton is photographed wearing to sell out immediately. The designer mentioned that the increase in sales is especially pronounced in America and in Australia - countries which love the royal family, she says.