Royal watchers were fixated on the entrance of the exclusive Lindo Wing on Saturday, waiting for Prince William and the Duchess of Cambridge, née Kate Middleton, to appear on the steps with their newborn baby girl. But fans briefly turned their heads away when the couple's firstborn Prince George made his sweetest appearance to date.
George, who has previously been named the best-dressed royal, arrived at the hospital in a matching outfit to his dad William. The 21-month-old wore blue cardigan by Amaia Kids that, to no surprise, sold out within hours online.
George looked cute as a button in his blue cardigan, which was from one of Kate's favourite brands Amaia Kids
Speaking to HELLO! Online, Amaia Arrieta and Segolene Tresca, the owners of Amaia Kids said: “Like the rest of the nation, we were glued to the TV screens on Saturday waiting to see a glimpse of Princess Charlotte and indeed her brother, Prince George, visiting her for the first time.
"We were commenting on how adorable Prince George looked and how his outfit complemented Prince William’s so perfectly, when we caught site of Prince George’s sweater and realised that it was indeed one of ours! And then we looked down to his feet and saw he was also wearing our socks too!
"This made an already special day even more special for us, particularly since Prince George won us all over with his adorable wave to the well-wishers outside the hospital. We feel so honoured that the royal couple picked some of our pieces for Prince George to wear on such a special day!"
The long-sleeved knitted cardigan, which features a round neckline and buttons down the front, retails for £40. His socks were also by the luxury brand, and cost £7. Parents who missed out on the chance of buying the stylish item need not despair; the cardigan will be back in stock in ten days.
The royal darling and his dad Prince William melted hearts, wearing similar outfits
Amaia Kids confirmed the cardi was theirs, posting a photo of George and William on Instagram and captioning it: "#princegeorge #wearing AMAIA #congratulations."
Underneath the cardigan, George donned a matching shirt and shorts set from Rachel Riley's Heritage collection – the same British designer he wore during an official tour to Australia last year, when George was spotted in sailboat smocked dungarees.
Similarly, baby watchers flocked to buy the dungarees which also sold out in a heartbeat. This was no one-time occurrence either.
Ever since George – who landed a spot on GQ's 50 Best Dressed Men in Britain list for 2015 – made his debut appearance as a newborn, fans have been copying the little one's style - even the aden + anais swaddling blanket that he made the journey home in sold out.
With Princess Charlotte's arrival, there's no doubt that the same "royal baby effect" will be seen with his little sister.