Prince George is not even one yet but already he is following in his mother's footsteps ensuring his outfits sell out in record time.
Dubbed the 'George effect,' the future King's clothes are said to have sparked a revival in baby dungarees.
And classic ensembles chosen by mum Kate, like striped shirts, red cardigans and navy shorts, have become the latest 'must-have' baby outfits, editor-in-chief of Mother & Baby magazine Claire Irvin said.
She added: "Prince George is only one but he's had as profound an effect on baby fashion and clothes sales as his mother, with everything he wears selling out in seconds."
A £75 'classic tailored dungarees' by Rachel Riley the young prince wore during a New Zealand play date was equally sought after.
And a furry kangaroo backpack Prince William was seen carrying for his son while the family were in Sydney also sold out.
Read more: Prince George's swaddle wrap sells out