It’s common knowledge that everything Catherine, Duchess of Cambridge wears turns to gold.
An outfit worn by Kate has the power - and likelihood - to sell out immediately. A phenomenon that has been dubbed the 'Kate Effect'.
However it's not just Kate whose fashion choices have the power to inspire the masses, her children, Prince George and Princess Charlotte are quickly following in her footsteps.
The littlest royal stole the show at the Trooping The Colour parade last weekend, with Princess Charlotte attending her first-ever official royal engagement wearing a pale-pink smock dress with ruffled details and matching pink socks, booties and bow in her hair.
George didn't let his little sister steal all his sartorial thunder however, the future king looked dapper in a blue and white combo that Prince William wore to Prince Harry's christening in 1984.
According to a report by Brand Finance published by Fashionista, His Royal Cuteness, Prince George is worth 2.4 billion pounds to the British economy.
But it’s the youngest Cambridge member, who is quickly taking over from her big brother.
Princess Charlotte, who cannot even put her own shoes on her feet yet, is worth a staggering 3.2 billion to the British economy, according to the report.
A fact which it puts down to simply that “boys’ fashion market is smaller than the girls.”
“I see an immediate increase in email from readers asking about whatever style George is wearing: where to purchase it; how to go about ordering from EU countries; questions about the possibility of it being reissued by a retailer,” Susan E. Kelley, editor of What Kate Wore and What Kate’s Kid’s Wore, tells the Daily Beast.
“More than anything, I think mothers, grandmothers and other shoppers like the cachet of putting their infant or toddler in the very same piece Prince George has worn,” adds Kelley.