Kate Middleton chose to wear maternity brand Seraphine in the first official photos of her and husband Prince William with their newborn son Prince George.
The Duchess of Cambridge was the picture of elegance in the brand's "Jolene" dress. In a vibrant fuchsia shade and a flattering empire line cut, the brand's signature knot dress is designed to flatter the female form through the use of subtle gathering that hides any post-pregnancy curves.
The dress also boasts a deep V-neckline that makes breastfeeding easy.
It's not the first time Kate has worn this £46 ($75) dress by Seraphine — she sported the flattering creation in a floral print a few weeks ago when she left Kensington Palace to head to Buckleberry with her new arrival.
HELLO! Online recently spoke to the founder of Seraphine, Cecile Reinaud, about the effect Kate's royal stamp of approval has had on the brand.
"The Kate effect is huge, and we have been enjoying a 400% growth in sales since it became public that Kate bought Seraphine dresses back in April 2013," she said.
"A few weeks ago she was photographed wearing our Renata Spotty dress whilst shopping on King's Road and our sales boomed immediately with the dress completely selling out.
"Subsequently, our customers have put themselves on a four week waiting list to get hold of one!"
The company has also released figures that show sales of the knotted dress, in particular, have seen a 300% boost.
Speaking about Kate's maternity style, Cecile added, "Kate has managed to stay true to her feminine and chic style during pregnancy￼. She has loved a bit of polka dot and soft prints and has continued to wow us with her stunning figure and legs by opting for slightly shorter hemline and accentuating her empire line.
A version of this article appeared at hellomagazine.com with the headline "Kate wears Seraphine maternity dress for royal portraits."