Royal Baby: Here’s just a baby and his first blanky. Or is it?

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:

  • Telegraph.co.uk: news, business, sport, the Daily Telegraph newspaper, Sunday Telegraph
  • Friday 26 July 2013

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.

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.

READ: Duchess of Cambridge wears Jenny Packham polka dots to leave hospital

The bird-print, 100 per cent cotton muslin swaddling wrap is by US-based company aden + anais , a brand which is available on this side of the pond in John Lewis and Selfridges, as well as online.

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.

Shared from here: http://fashion.telegraph.co.uk/columns/bibby-sowray/TMG10200164/Royal-babys-swaddle-blanket-sells-out.html?goback=.gde_2031309_member_260615821

 

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