London - It has been the Duchess of Cambridge’s label of choice during her two pregnancies.
And now the ‘Kate effect’ has put a bump in the profits of British fashion house Seraphine.
The online and high street firm has seen sales double in two years since the Duchess was first spotted in one of its outfits.
Among the most popular royal choices was a £195 mist blue collarless cashmere coat with faux pearl buttons.
Kate wore the Natasha coat to a series of engagements in Kensington in January and it instantly became such a hit with women – many of whom weren’t even pregnant – that it sold out in most sizes.
The firm now sells it with the tagline ‘Worn by the Duchess of Cambridge’ and markets it as suitable for before, during and after pregnancy.
Other Seraphine outfits in the Duchess’s wardrobe include the £46 fuchsia wrap dress she wore in the first official photograph of Prince George nearly two years ago.
A different type of Kate effect is being seen outside the maternity unit where she is due to give birth.
Fans draped in Union flags and carrying balloons and placards have already set up camp near the Lindo Wing at St Mary’s Hospital in Paddington.
Veteran royal supporter John Loughrey, 60, from Wandsworth, South West London, has been there since April 1. ‘I’m so excited I’m like a washing machine – I’m on full spin,’ the former assistant chef told the Mail yesterday.
Mr Loughrey was the first to camp outside Westminster Abbey to secure a view of Kate and William’s wedding, sleeping on the pavement for a week, and he slept on a bench outside the Lindo Wing waiting for Prince George to arrive in 2013.
‘I’d like to sleep on the pavement here, but the police are gently moving us on,’ he told ITV as he held a homemade sign that read: ‘Kate, don’t keep us waiting!’
Another fan, Terry Hutt, 80, carried placards saying ‘It’s A Prince’ and ‘It’s A Princess’ ready for the announcement of the royal arrival. Although not officially confirmed, it is believed that the Duchess is due to give birth this weekend.
Ahead of the birth, Seraphine is already celebrating – and not just a doubling of turnover to £11.2million from £5.2million in 2013. Another royal seal of approval will be announced today, with the firm given a Queen’s Award for Enterprise in international trade – one of Britain’s most prestigious business accolades.
Founder Cecile Reinaud said of the Duchess’s patronage: ‘Kate has worn quite a few dresses from our range for special occasions during her second pregnancy. It is definitely extremely flattering when she chooses one of our dresses and makes a big impact. She has a classic style and is a fashion leader. She is a style inspiration for us as much as a customer. No one can beat her elegance.’
French-born Mrs Reinaud, 41, started the fashion house 12 years ago and as well as its HQ near Kensington Palace it has several stores in London and one in New York. Other famous names to wear the brand include Zara Phillips, Angelina Jolie, Halle Berry, Kate Hudson, Kate Winslet and model Claudia Schiffer.
Daily Mail