Just months ago it was his mother's fashion choices that sparked a buying frenzy -- but Prince George appears to have stolen her fashion limelight with just one pair of mini-dungarees.
When the eight-month-old future king crawled about in a playgroup in Wellington, New Zealand, on Tuesday for what was billed as his first major public engagement, his outfit sold out within hours -- the same effect that his mother Catherine has had in the past.
Although the royals did not release any details of the outfit, word soon spread on social media and fashion-savvy mothers swooped on the navy blue dungarees, embroidered with a sailing boat motif.
The price tag of Ģ75 ($126, 91 euros) charged by British retailer Rachel Riley did not put them off either.
"In today's fashion climate what your children wear says as much about you as it does them," Estelle Lee, editor-in-chief of Baby and Me, a magazine for new parents, told British newspaper The Times.
Two days ago, George's kangaroo-themed toy bag that was carried by his father Prince William as they arrived for their tour Down Under prompted a rush of orders on the website of the Australian Koala Foundation.
Many commentators have noted the striking resemblance between George and his father at the same age -- but if William's outfit at the playgroup was anything to go by, his son is set to spend adulthood in a decidedly safe blue shirt.