The fuchsia Seraphine Maternity dress worn by Kate Middleton in the official Prince George photos released earlier this week sold out in under two hours.
It turns out Kate Middleton fashion is as popular as Royal Baby photos, which isn't a huge surprise, as the Duchess has often had this effect on style.
At a modest $79, the short-sleeve Jolene dress is both accessible and appealing to moms, thanks to a flattering silhouette and gorgeous feminine color.
The pretty design accentuates the positive and discreetly minimizes Kate Middleton post-baby body flaws, all wrapped up in one fun little frock.
So when will Seraphine make the sought-after item available again?
The website says that "Due to high popularity of this style, please be advised that orders will be dispatched week commencing 16th of September."
Basically, they need time to have more of them made and restocked.
She proudly wore another sought after dress (by Jenny Packham) after debuting Prince George for the first time outside the hospital last month.
Which also sold out. Clearly Kate's fashion taste is a tad popular ...