There’s no denying it: Prince George is a fashion trendsetter. Photos of a navy quilted jacket that the two-year-old son of Prince William and Kate Middleton wore on his first day of nursery school Wednesday have reportedly sent “mums” scrambling to find the coat for their children. However, John Lewis, the department store that carried the style, isn’t selling it anymore because it’s from a previous season, according to a spokesperson.
But the young royal does have a history of causing sales of items to skyrocket and clothes to sell out altogether — just like his mother — which dedicated style sites like WhatPrinceGeorgeWore.com and PrinceGeorgePieces.com furiously track. Below are prominent examples of this so-called “George effect” (retail prices may have changed), though it’s safe to say that there seems to be a run on basically anything he wears:
• The red-and-white two-piece set sold by London-based children’s label Rachel Riley was only available for pre-order hours after he wore it to his sister Princess Charlotte’s christening in July 2015 at the Church of St Mary Magdalene at the Queen’s Sandringham estate in Norfolk. The $189 outfit looks just like the one his father wore more than 30 years ago when he visited his newborn brother Harry in the hospital. That’s because Riley has read “lots of books” about the royal children to see what they wore growing up, she told People.
• Amazon.co.uk reported that sales of the approximately $50 Crocs rose “1,500%” after he wore them to a charity polo match at the Beaufort Polo Club in Tetbury, England, in June 2015. And the London designer Olivier Baby & Kids told People that his $100 blue, v-neck, button-down cardigan “sold out overnight.”
• After he wore an Amaia Kids blue cardigan to meet his newborn sister on May 2, 2015, the day she was born at the Lindo Wing of St Mary’s Hospital in London, customers flooded the brand’s website. Even though the $62 winter sweater wasn’t in stock, a similar style in every color sold out “in less than 24 hours,” designer Amaia Arrieta told People. So did those blue knee-high, ribbed socks, but the London-based shop had them back in stock in 15 colors much faster because they don’t take as long to make, Arrieta added.
• English fashion designer Cath Kidston confirmed to The Telegraph that the company had sold out of, and was rushing to restock, an approximately $20 navy vest with Buckingham Palace guards after the youngster wore it for his official Christmas photo taken in the Kensington Palace courtyard in December 2014. Used ones were spotted on eBay.
• Red-striped dungarees by Spanish Neck & Neck (approximately $45) reportedly sold out within 24 hours, as did the blue and coral versions, after he sported them at a polo match in Cirencester, England, on Father’s Day 2014.
• Outfits worn during Will and Kate’s first official trip overseas with their son flew off shelves. Rachel Riley told the New York Times that the saiboat dungarees (approximately $110) sold out “in a few hours” after he wore them to an April 2014 playdate in Wellington, NZ. (The sailboat dungarees are not to be confused with his sailboat romper made by Brussels-based Les Petites Abeilles). His navy and ivory shoes (both believed to be Early Days‘ Alex Pre-Walker) sold out in “two hours’ and forced the brand to shut down online sales, Paul Bolton, the Leicester-based baby shoe brand’s managing director, told the paper at the time.
• Just a day or two after he was born on July 22, 2013, there was an “instant” run on swaddle blankets that he appeared in outside of the Lindo Wing of St Mary’s Hospital in London: a white merino wool shawl by G.H. & Son (approximately $69 at the time) and a bird-printed Aden + Anais swaddle blanket (which was part of an approximately $50 set), a brand popular among celebrity parents such as Beyoncé, Kourtney Kardashian, Uma Thurman, and Bruce Willis.