It’s happened again and shows no sign of stopping. We are talking about The Kate Effect, and this time the magic touch has affected the dress the Duchess of Cambridge wore, for an informal family photograph with husband Prince William, baby George and their black cocker spaniel – Lupo.
The dress costs a very reasonable £46 and is a maternity dress by UK maternity brand Seraphine called the Fuchsia Knot Front Seraphine Dress. And within two hours of the photograph being published, the dress had sold out online.
After the MailOnline gave expectant mothers the heads-up on where to buy the dress, the website was inundated with requests and now they have posted a message on the site, advising potential customers that as the dress has proved to be so popular, orders will now be dispatched the week commencing 16th of September.
As it was revealed that the photograph was taken by baby Georges’ grandfather – Michael Middleton, the new parents appeared to be relaxed and happy, showing off their new baby, with Kate looking casual yet stylish in the fuchsia Seraphine dress.
And it seems that the dress is popular in not only the fuchsia colour as worn by the Duchess, but every single colour that it is available in has also sold out. Founder of Seraphine, Cecile Reinaud spoke to the MailOnline: “The response has been phenomenal with the dress being sold out within two hours after the news came out at midnight.”
The company have been working flat out and are in constant communication with their suppliers, in order to minimise any delays associated with the unexpected demand. Mrs Reinaud said: “We have wonderful suppliers who are just as excited as us about this news and are working hard to produce more stock to satisfy this incredible demand.”
The demand for the dress worn by Kate have been received mainly from the UK and the US, but Mrs Reinaud said that ‘there are still a lot of other nationalities wanting to buy the dress’, and there is now a 4 week waiting list for the dress, with orders coming in everyday.
This is not the first time that the Duchess of Cambridge has chosen a Seraphine dress for her maternity wear. In the weeks approaching the birth, she wore the £55 Polka Dot Mock Wrap Maternity Dress, which now has a 4 week waiting list, and the £50 Blossom Knot Front Lavender Maternity Dress, also with a 4 week waiting list.
Mrs Reinaud is suitably proud about the Duchess preferring to wear her clothes, and said in a recent press release that it was ‘an immense honour’ and ‘a dream come true’ that the Duchess had chosen a Seraphine dress for her official family photograph. adding: “She looks so radiant in our bright fuchsia design, it’s a perfect choice to show the world her happiness with her newborn and husband.”
The dress is available from the Seraphine website, and is described as having a flattering empire line cut, which is especially tailored to disguise the baby bump before and after pregnancy. There is a knot detail that helps to create a flowing effect over the baby bump, which also disguises the shape. The dress is available in a blossom print and a coral and navy colour and sizes 6 to 18.