Prince George, Princess Charlotte and Prince Louis' favourite designer has revealed how their royal connections have helped boost sales.
Rachel Riley, a British designer, created the Sailboat Smocked Dungarees that Prince George wore aged just nine months.
George was accompanying his parents, Princess Kate and Prince William, on a three-week tour of Australia and New Zealand in 2014 when he wore four outfits from Riley's brand.
The designer said: "They were such momentous occasions in the world's press and it was so fun to see Prince George looking adorable wearing our outfits on the front page of every newspaper.
Prince George and Princess Charlotte are Louis' older siblingsGetty'The press described him as 'Gorgeous George' and 'Prince Charming'!"
A decade later, and George's younger siblings, Princess Charlotte, nine, and Prince Louis, six, have worn Riley's brand countless times, winning her global recognition.
Charlotte's sixth birthday dress, characterised by pink and navy tones, became an instant hit among royal enthusiasts.
The £79 dress was the fastest-selling item in the brand's history, vanishing from stock within 12 hours.
Princess Charlotte wearing a Rachel Riley dress at Easter in 2023
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The company, which comprises a team of 20, initially experienced the "George effect" as customers swarmed to purchase his debut outfit, causing it to sell out almost instantly.
Fortunately, the team managed to place the dungarees on backorder, preventing any disappointment among shoppers.
In 1998, Riley established her label and began designing pieces in the UK.
Riley incorporates her love for 1950s and 1960s fashion into her childrenswear, aiming to create keepsakes that can be passed down through generations.
Prince George wearing the brand's striped polo in 2014
PA
She takes pride in traditional techniques, such as hand embroidery, smocking and intarsia.
Her vintage-inspired aesthetic likely attracted the Prince and Princess of Wales to the brand. Over the years, William and Kate have dressed their three children in various traditional garments from Rachel Riley.
Prince George often wears striped polo shirts and shorts, while William and Kate favour ditsy floral tea dresses for Charlotte.
Riley continued to tell The Mail: "Princess Charlotte is a fan of our button-front dress style, which was actually the first item I designed when I began my company 30 years ago. I love to see our timeless dresses enjoyed across the years.
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Princess Charlotte also wore Rachel Riley at Easter in 2022
PA
"We now have customers buying our designs for their own children, similar to ones they wore themselves when they were small.
"It brings me great joy to see clothes loved and enjoying longevity, and of course creating picture-perfect moments!"
She added: "It has been wonderful for me to see Prince George, Princess Charlotte and Prince Louis wearing our clothes for both formal and casual occasions, from official engagements to visits to the zoo and Chelsea Flower Show.
"As with every milestone in a child's life, each and every moment brings such pride and joy."