It has been the Duchess of Cambridge’s label of choice during her two pregnancies.
And now the ‘Kate effect’ has put a bump in the profits of British fashion house Seraphine.
The online and high street firm has seen sales double in two years since the Duchess was first spotted in one of its outfits.
Among the most popular royal choices was a £195 mist-blue collarless cashmere coat with faux pearl buttons.
Kate wore the Natasha coat to a series of engagements in Kensington in January and it instantly became such a hit with women – many of whom weren’t even pregnant – that it sold out in most sizes.
The firm now sells it with the tagline ‘Worn by the Duchess of Cambridge’ and markets it as suitable for before, during and after pregnancy.
Other Seraphine outfits in the Duchess’s wardrobe include the £46 fuchsia wrap dress that she wore in the first official photograph of Prince George nearly two years ago.
A different type of Kate effect is being seen outside the maternity unit where she is due to give birth.
Fans draped in Union flags and carrying balloons and placards have already set up camp near the Lindo Wing at St Mary’s Hospital in Paddington, central London.
Veteran royal supporter John Loughrey, 60, from Wandsworth, South West London, has been there since April 1.
‘I’m so excited I’m like a washing machine – I’m on full spin,’ the former assistant chef told the Mail yesterday.
Mr Loughrey was the first to camp outside Westminster Abbey to secure a view of Kate and William’s wedding, sleeping on the pavement for a week, and he slept on a bench outside the Lindo Wing waiting for Prince George to arrive in 2013.
‘I’d like to sleep on the pavement here, but the police are gently moving us on,’ he told ITV as he held a home-made sign that read: ‘Kate, don’t keep us waiting!’
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