There was never any question that Prince George was going to captivate the world. If being English royalty weren’t enough, he’s the son of the most popular couple the English crown has seen in a long time. And while it’s usually mom, Kate Middleton, that has the fashion elite swooning, the royal family’s tour of Australia and New Zealand has also turned little George into a fashion plate.
“Every mother, especially the British ones, dream of dressing their children like the royal baby,” Christine Innamorato, creative director of fancy children’s clothier Bonpoint, told The New York Times.
One company, Early Days, which has been around since 1952 and is based in Leicester, England, had to shut down online sales because demand was too great after George was seen in the company’s “prewalkers.” The shoes generally sell at around US$50.
And Rachel Riley, whose children’s designs have been worn by little George throughout the trip, says she’s already seeing the business benefit of the royal connection. A pair of short paints he wore with a sailboat design on them sold out in hours. The same can be said for the blue cardigan he wore while deplaning in Canberra. And the outfit he wore while meeting a bilby. All of those pieces are $75 to $99 apiece.
The kangaroo backpack that pop Prince William was seen carrying early in the 19-day trip had already sold out. But those who want to get their hands on one can pre-order it for $14.95.
It’s the same impact that the “Kate effect” has had: a mad rush to retailers who make or sell the items that are seen on both the Duchess and her little boy. It helps that the clothes are affordable enough for commoners to indulge in.