Catherine, the Duchess of Cambridge, has managed to crash a retailer's website with the £175 pounds dress she wore while meeting Barack and Michelle Obama at Buckingham Palace.
Kate, 29, outshone the US First Lady and Samantha Cameron, who both wore expensive designer labels, by wearing a bandage-style Shola dress from Reiss.
And the dress caused such a frenzy after she appeared in it, that the retailer's website crashed, and Reiss shops across the country were selling out.
An assistant at the Kensington High Street store said 20 dresses were sold online within two minutes of Kate's appearance, and a spokesman for the firm described it as "Shola-mania".
"We are thrilled that Kate continues to be a customer of Reiss, and that she has chosen one of our dresses for such an important occasion," the Daily Mail quoted David Reiss, founder and MD of the company, as saying.