Britain's Prince George has caused a sales flurry of a navy quilted coat.
The two-year-old royal was photographed by his mother, the Duchess of Cambridge, as he arrived for his first day at the Westacre Montessori School in King's Lynn, Norfolk, wearing the jacket made by high-street chain John Lewis, and whilst the particular coat has been off the shelves since 2013, parents flocked to the company's website to buy their children something similar.
A spokesperson said: "Within the first two days we saw a 447 per cent increase in enquiries for our Children's Quilted Hooded Jacket in Navy. And that's increased 100 per cent again this week."
And even at just eight-months-old, George's sibling, Princess Charlotte is already a fashion icon. After she was photographed wearing a pink cardigan, children's clothing company Alex and Alexa saw searches for a similar product spike.
Jenny Slungaard, PR Manager for Alex and Alexa, told the Daily Telegraph newspaper: "When it comes to toddlerwear, children are developing a sense of style and often outfit choices will be a combination of the parents and the child's choice.
"With the rise of social media, particularly Instagram, parents are becoming a lot more conscious about what their children wear - as are the kids themselves."