Posing on the lawn at her parents' house in her flattering fuchsia-hued dress, Kate Middleton looked as effortlessly stylish and groomed as ever - even if the frock was an under-£50 high street bargain.
Eagle-eyed mums and mums-to-be were quick to steal Kate's style, with the dress in question - the £46 'Jolene' from maternity brand Seraphine - selling out just TWO HOURS after the laid-back official baby pics were released.
The knot-front dress is described as being cut to 'flatter the silhouette before, after and during pregnancy'.
Brand founder Cecile Reinaud said there was now a four-week waiting list for the dress in every colour.
She said most of the orders were coming from the US and the UK, but that there were a 'lot of other nationalities wanting to buy the dress', confirming Kate's position as an international style icon.
Cecile also said it was an 'immense honour' that the Duchess was choosing to wear items from her collection.
"It's a dream come true to see that she likes my designs so much that she continues to wear them after the birth of Prince George," she said. "She looks so radiant in our bright fuchsia design, it's a perfect choice to show the world her happiness with her newborn and husband."
It's not the first time Kate has caused the company to sell out of their wearable styles - she was previously photographed in their Blossom and Renata frocks which also resulted in eight-week-waiting lists.