When Kate Middleton wears something, it tends to sell out.
And it's not just her, Prince George's £120 Christmas coat sold out within hours of him being seen in it.
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The blue wrap dress Middleton wore to announce her engagement was no exception.
The dress was designed by Issa, a small fashion label that was popular among A-listers.
However, the label was simply not equipped for the demand that came with the dress's royal debut.
In a recent interview with the Daily Mail, Issa's designer, Danielle Helayel, explained how the dress launching into popularity was good and bad for business.
Middleton wore the dress in a financially difficult time for Issa. Initially, it seemed like good news to Helayel, but the stress that came with the high demand caught up to Helayel.
She eventually left Issa behind.
She told the Daily Mail: "I felt so stressed that my hair went white and started falling out... I had a great business, which I'd built up on my own over a decade.
After a few years on hiatus, Helayel debuted a new company called 'Dhela', which A-listers are already getting their hands on.