In 2013, the Duchess of Cambridge, popularly known as Kate, posed in a Seraphine dress for the family's official photograph at her parents' house in Bucklebury.
Now, the British dress designer is celebrating Prince George's first birthday with a quadrupling of company profits.
The company said the "Kate effect" was obvious.
Designer Cecile Reinaud spoke of her excitement when the company began to receive orders from the Duchess.
Designer Cecile Reinaud spoke of her excitement when the company began to receive orders from the Duchess.
"She was placing an order like a regular person except the delivery address was Kensington Palace, which was quite exciting," said Reinaud.
Now, Seraphine has expanded around the world.
"It really opens up for us the American market, which is notoriously difficult to get into. We have also opened up distribution in Japan, in China, so, you know, areas where it's quite hard to penetrate and export and really, the 'Duchess effect' has been such that people have been knocking on our doors."
It's Kate's passion for high-street fashion that has helped endear her to the British public and UK fashion retailers have been reaping the benefits.
"Before Prince George came along, LK Bennett was identified as one of her favorite shoe stores. Reiss did exceptionally well when it was identified as being one of hers and I don't think Alexander McQueen has had any harm done by designing the wedding dress and her regularly wearing their clothes for special occasions," said Eric Musgrove, editorial director of industry publication Drapers.
The Reiss dress worn by Kate when she and Prince William met President Obama and his wife Michelle reportedly sold out within hours, while her Alexander McQueen wedding dress has been widely copied.
Reinaud thinks this is a positive trend not just for UK fashion's profits but also the British public's dress sense.
"I think she is playing a fantastic role in promoting British fashion from the brand's point of view, but also she has raised the ante in terms of the elegance, because she is so elegant. I think she's kind of pushed a lot of the average people to think 'I need to be as elegant as her'," she said.
And with Seraphine reporting 60 percent growth in the last twelve months, retailers will be hoping Kate continues to boost accessible fashion for the British public.
