When Kate Middleton stepped out in that now iconic Issa dress for her engagement photos, it marked her transition from girl about town to the nation's queen of style.
That famous satin sapphire frock catapulted Prince William's wife onto the fashion scene, with the successful number selling out in a matter of hours as women everywhere rushed to emulate the elegant royal.
But, it's good news for all those with a blossoming bump, as the beautiful silk dress is up for sale again – this time just for lucky-mums-to-be.
Created by Brazilian Daniella Helayel, the original gown was reproduced in the same shade, and went on to sell out again and again in Harvey Nichols and on net-a-porter.
A slew of copycat designs also flooded the high street, even reaching supermarket chain Tesco, whose £16 version sold out online.
Those 'Kate fashion-frenzies' have continued ever since. So, it comes as no surprise that retailers are set to reap the rewards as they re-create the fashions of Britain's Most Stylish Mum-to-be.
Now that she is pregnant, Kate's impeccable style is set to become accessible to a whole new market - starting with that engagement dress.
Over the next six months we can expect a maternity masterclass from the Duchess, as she dresses her bump to impress before her due date in July.
And her expectant fans can get a head start with a maternity version of her Issa gown now on offer from Blossom Mother & Child.
Tailored especially for pregnant women, the Issa dress is an almost identical copy of the original with just a different cut allowing for a growing bump.
It retails at £522 and is described as "part of Issa's DNS, this classic wrap dress delivers without fail every time."
After suffering with a very severe case case of morning sickness in the first few weeks of her pregnancy, Kate now seems to be feeling well enough to start putting her maternity wardrobe together.
Last weekend, she was spotted with her younger sister Pippa hitting their favourite shopping destination, King's Road in Chelsea, looking for maternity wear.
And Kate is clearly sticking with her winning formula of fusing designer goods with high street items.
One onlooker witnessed the Duchess picking up a pair of maternity leggings in Gap, telling The Telegraph: "Everyone in the store seemed to recognize her, but they gave her space and privacy to shop."
After giving the stretchy fabric a few tugs, she then turned her attention to her tiny bump, reportedly heading into BabyGap before leaving the store.
Here at HELLO! Online, we predict a surge in pregnant women shopping at Gap!