Kate Middleton is one of fashion's biggest names. One royal-by-marriage appearance in a designer frock and the free advertising across every tabloid and news website imaginable is invaluable. Remember that navy Issa dress she wore when announcing her engagement to Prince William? The company became a household name in the frenzied aftermath. Such is Kate's sartorial influence that the term the ?Kate Effect? has even been coined. The effect is basically a guaranteed wait list, headlines, and a host of new fans for the lucky brand.
This time round Madderson, a British maternity and womenswear label, received the Duchess of Cambridge's patronage. It was the first time the 33-year-old wore the label and within 24 hours the navy wool shift ?Naomi? dress had sold out and the website crashed for a few hours. Good day of business. It's especially great to see an unknown label being given such attention - we suspect their Facebook fan count will rise significantly from the current figure of 820... And Madderson is produced in the UK - great show of patriotism on everyone's part.
The Duchess wore the now famous dress while visiting Barlby primary school yesterday where she was attending the opening of a new art room. The dress was ideal fit for the five months pregnant Duchess who always tends towards simple cuts. She teamed the outfit with her usual simple pumps and a pair of simple black opaques. The sensibility of the whole ensemble was offset by the flirty pink tweed hemline and little pocket flaps.
Kate's style of late has been undergoing subtle changes. Last November it was revealed her personal assistant Natasha Archer was promoted to the role of stylist. Ever since skirts have been a tiny bit shorter - in spite of reported commands from the Queen that they become more 'respectable' - and there was even some sheer paneling action with a Temperley London number.
So mums to be, would you be willing to waitlist for some Madderson?
Follow Jeanne Sutton on Twitter @jeannedesutun