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Janine Clements

The Prince George Effect

Although Princess Charlotte hit the fashion headlines earlier this month, on her first day of preschool, it’s not just this little royal fashion icon who wields style power. Whenever her older sibling Prince George steps out in public, what he’s wearing hits the headlines and sells out in an instant, only to turn up on Ebay moments later.

His ability to cause items to fly off the hangers has become an international phenomenon. Ever since he was a tiny tot, the clothes Prince George wears have become the latest must-have fashion items. In fact, he was crowned most influential royal when it comes to trendsetting, after triggering the most searches, according to a recent report by Ebay. He even appeared on GQ’s Best Dressed Men list back in 2015. With the queen of style Kate Middleton for a mother, it’s hardly surprising the young prince has so much influence.

This is the Aden + Anais swaddling blanket he was pictured wrapped in at one day old in 2013. Their company website crashed within four hours and they saw a 600% increase in sales of the blanket.

Photo: Getty Images

According to Hello!, children’s clothing brand Early Days has seen an increase in sales of over 40% since he was seen in these pre-walker shoes in New Zealand in 2014, on his first ever royal tour.

Photo: Getty Images

At the start of the 2015 royal tour in Canada, he was seen in this sweater by Spanish brand Pepa & Co. It sparked at 200% increase in searches for “blue jumper” (as they’re called in the UK).

Photo: Getty Images

After the little prince was pictured meeting President Barack Obama and First Lady Michelle Obama in this monogrammed My 1st Years bathrobe, at Kensington Palace in 2016, it sold out within minutes.

Image: Getty Images

And, this Amaia Kids blue and white shirt Prince George wore in his fourth birthday portrait and more recently in the Cambridge’s 2017 Family Christmas card – another instant sell out.