It has been revealed that baby Cambridge's very first appearance sparked a shopping stampede as parents everywhere rushed to get their hand on the royal baby blanket.
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Wrapped up snuggly for his trip home with mum and dad, little Prince George was pictured in his carseat swaddled in a bird-print wrap by US-based company aden + anais, a brand which is available in John Lewis, Selfridges and online.
The 100 per cent muslin cloth is part of a pack of four 'jungle jam' themed swaddles, printed with a doodled bird, giraffe, elephant and monkey, which retails for £44.95.
Since then, the company has seen a surge in sales. Speaking to HELLO! Online, aden + anais founder Raegan Moya-Jones said, "We are truly grateful and so delighted that the couple chose to debut the prince in aden + anais, it is such an honour!
"We wish the Duke & Duchess of Cambridge, many congratulations on the birth of their son.""
It's not just the aden + anais swaddling wrap to have been affected by the royal arrival — the little Prince's very first 'outfit' has also benefitted from the endorsement.
Appearing on the steps of the Lindo Wing with his proud parents, the newborn was presented to the world in a white shawl by GH Hurt & Son in Nottingham, the same company that made William's blanket 31 years ago, and reportedly also that used for Prince Charles in 1948.
Now a whole host of new parents are rushing to get their hands on the £45 merino wool blanket, the pink version of which Victoria Beckham used for her newborn baby Harper back in 2011.
Speaking to the Mirror, company director Gilliam Taylor admitted the firm were struggling to cope with the demand.
"We were so delighted when the royal couple emerged from St Mary's Hospital with their newborn son wrapped in one of our traditional hand-finished shawls," she said. "We're working incredibly hard. It's taken us by surprise because we're a small family firm of less than 20 employees."
Then, of course, there is Kate's blue polkadot dress. The Duchess is proving to be no less of a fashion force now that she is a mother.
According to the Evening Standard, Kate caused the Jenny Packham website to crash on Wednesday evening as news spread that her custom-made dress was by the British designer. Unfortunately for fellow mums hoping to recreate the Duchess' look, the dress in question was created for specially for Kate, and the label will not be reproducing it.
Read more about the basics to swaddling in our Mother and Baby blogging community.