Prince George may only be two, but the power he wields in the fashion world is already remarkable. After being spotted greeting President Obama wearing a white monogrammed dressing gown from My 1st Years, demand for the item was off the charts.
The brand told us that after the dressing gown was identified, it sold out on the website in just 60 seconds!
The traffic on the website was up by 500 per cent, while sales of the robe were up by a staggering 750 per cent.
At the peak, My 1st Years were selling one robe every second.
While the blue robe was the standout seller, pink robes were still very much in demand, with their sales increasing by 300 per cent.
Speaking about the royal seal of approval, founder Daniel Price said: "We are thrilled that Prince George chose to wear our robe when meeting President Obama at Kensington Palace.
"Our website sales for the garment were up by 750 per cent on the Saturday after the photos were released, and it sold out pretty much immediately. "At peak, we were selling a robe every second, and 50 per cent of the orders were made in the USA."
He added that this has been a "wonderful moment" for the brand and one that "we look back on fondly for years to come."