Here’s just a baby and his first balnky. Or is it? Read this article about the third baby in line for the British throne, Georgie & his blanky and the retail frenzy it has caused:
Royal baby’s swaddle blanket sells out
It looks like ‘The Kate Effect’ may be rivalled by the ‘The Royal Baby Effect’ as the newborn Prince’s very first outfit – his bird-print swaddle – flies off shelves.
BY Bibby Sowray | 24 July 2013
The Duchess of Cambridge’s new-born baby boy seen in a car seat outside the Lindo Wing of St Mary’s Hospital in London on July 23, 2013. Photo: AFP
The Prince of Cambridge is already following in his mother’s footsteps and causing a consumer frenzy.
Just as every piece of high street clothing his mother wears sells out almost immediately, something which has been dubbed ‘The Kate Effect’, the little one has caused a surge in sales for his first ever ‘outfit’ – his baby swaddle.
The cloth in question is part of a pack of four ‘jungle jam’ themed swaddles that are printed with a doodled bird, monkey, elephant and giraffe, and retails for £44.95.
“We are truly grateful and so delighted that the couple chose to debut the prince in aden + anais, it is such an honour!” aden + anais founder Raegan Moya-Jones told The Telegraph . “We wish the Duke and Duchess of Cambridge many congratulations on the birth of their son.”
The company was started by Moya-Jones, an Australian mother-of-four, when she noticed that despite the invention of disposable nappies, dishwasher-safe baby bottles and super-prams, the one thing that hadn’t changed was the fact that all mothers continue to swaddle their newborn infants. Her unique cloths are not just ideal for swaddling, but also as a stroller cover, nursing shield, ‘tummy time’ blanket, or a burping cloth.
The Duchess in the Jenny Packham dress. Photo: Getty
Meanwhile the Duchess’s fashion prowess shows no signs of waning despite new motherhood. According to the Evening Standard , she caused Jenny Packham’s website to crash yesterday evening as news spread that her custom-made pale blue polka-dot dress was by the British designer. The dress in question, however, was in fact custom-made for the Duchess and the label, a firm favourite with the new mum, will not be reproducing it.
We can expect yet another flurry on the dress the Duchess was pictured wearing today by maternity brand Séraphine – the Short Sleeve Knot Front Dress in Lavender.