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Faithfull the Brand designers show how much of an impact Kate Middleton had after wearing their label

The Kate Effect: Excited Australian designers reveal their $ 199 midi dress that sold out almost immediately after being worn by the Duchess of Cambridge

  • Kate Middleton visited a children’s home in a lilac midi dress on June 25
  • The $ 199 Faithfull the Brand dress sold out hours after the Duchess’s engagement
  • Designers Helle Them-Enger and Sarah-Jane Abrahams said they were ‘excited’
  • The duo had no idea until two weeks ago that Britain’s future queen, 38, was a fan
  • Kate has recently been crowned the world’s most influential royal style icon

A $ 199 lilac midi dress sold out hours after being worn by the Duchess of Cambridge, confirming her status as the world’s most influential royal style icon after overtaking Meghan Markle earlier this year.

Kate, 38, wore the flower-printed ‘Marie-Louise’ from Bali headquartered at Faithfull The Brand to visit East Anglia’s Children’s Hospice, a 30-minute drive from her Norfolk home in Anmer Hall on June 25.

The women’s clothing label was founded in 2012 by Australian Sarah-Jane Abrahams and Norwegian Helle Them-Enger after they met on a trip through Indonesia and bonded about their love of clothing and coffee.

Creative director Ms Them-Enger and CEO Ms Abrahams told Vogue Australia the dress sold out “almost immediately” after Kate was photographed in it.

The duo said they had no idea the future Queen of Britain owned any of their pieces until they were tagged in photos from the hospice visit on Instagram.

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Kate arrives at East Anglia's Children's Hospice in the $ 199 Marie Louise midi dress from Faithfull the Brand, a label headquartered in Bali founded by Australian Sarah-Jane Abrahams and Norwegian Helle Them-Enger

Kate arrives at East Anglia’s Children’s Hospice in the $ 199 Marie Louise midi dress from Faithfull the Brand, a label headquartered in Bali founded by Australian Sarah-Jane Abrahams and Norwegian Helle Them-Enger

The Duchess, 38, poses for a photo outside the hospice on June 25 and pinches a new pair of $ 242 espadrilles from Russell and Bromley

The Duchess, 38, poses for a photo outside the hospice on June 25 and pinches a new pair of $ 242 espadrilles from Russell and Bromley

The Duchess, 38, poses for a photo outside the hospice on June 25 and pinches a new pair of $ 242 espadrilles from Russell and Bromley

Kate’s ‘isolation’ outfits – worth a total of $ 11,313 AUD – are a huge hit with shoppers, driving global online fashion searches up a whopping 86 percent since the UK’s closure on March 23.

The Duchess of Cambridge’s ensembles were three times more likely to sell out than Meghan Markle’s, with 14 of Kate’s 16 looks sold out against just one of Meghan’s six.

Ms. Them-Enger and Ms. Abrahams said they were both incredibly “flattered and excited” by the public approval of the royal family.

“Our Instagram is flooded with tagged images of the Duchess wearing our dress and we’ve received so many [direct message] and emailing how customers can get their hands on this piece now, “they said in an email to Vogue.

“There is still uncertainty about how the Duchess got our dress and it took us completely by surprise; we are more than happy that she is a fan and wears Faithfull so well. ‘

Faithfull co-founders Helle Them-Enger (left) and Sarah-Jane Abrahams (right) with blogger Olivia Lopez at a swimwear show in Miami, Florida on July 18, 2015

Faithfull co-founders Helle Them-Enger (left) and Sarah-Jane Abrahams (right) with blogger Olivia Lopez at a swimwear show in Miami, Florida on July 18, 2015

Faithfull co-founders Helle Them-Enger (left) and Sarah-Jane Abrahams (right) with blogger Olivia Lopez at a swimwear show in Miami, Florida on July 18, 2015

The Marie-Louise (photo) is available in sizes XS to XXL

The Marie-Louise (photo) is available in sizes XS to XXL

The piece will be back in stock by the end of September for customers in Australia and New Zealand

The piece will be back in stock by the end of September for customers in Australia and New Zealand

The Marie-Louise (left and right) is available in sizes XS to XXL and will be back in stock by the end of September for customers in Australia and New Zealand

Demand has turned out to be so great that Faithfull is now working to release new Marie-Louise inventory in the next five days – but unfortunately, the replenishment will not be available to customers in Australia or New Zealand due to shipping restrictions from COVID-19.

However, a global re-cut is planned for late September that can be delivered to both countries, the designers confirmed.

The dress is available in sizes XS to XXL as part of the label’s commitment to body inclusion.

The mother of three arrives at the Norfolk hospital without a handbag, ready to plant herbs and flowers with terminally ill children

The mother of three arrives at the Norfolk hospital without a handbag, ready to plant herbs and flowers with terminally ill children

The mother of three arrives at the Norfolk hospital without a handbag, ready to plant herbs and flowers with terminally ill children

Kate wears a red floral dress from one of her favorite labels Beulah London for a mental health broadcast from her home in Anmer Hall, Norfolk in May

Kate wears a red floral dress from one of her favorite labels Beulah London for a mental health broadcast from her home in Anmer Hall, Norfolk in May

Kate wears a red floral dress from one of her favorite labels Beulah London for a mental health broadcast from her home in Anmer Hall, Norfolk in May

While it’s not clear where Kate Faithfull first saw, her interest in the brand has likely been piqued by the ‘thoughtful’ manufacturing process of making each item of clothing by hand.

The mother of three, who shares Prince George, six, Princess Charlotte, five and two-year-old Prince Louise with husband Prince William, is known for her love of ethical and sustainable fashion.

Kate often wears dresses from Beulah, a London label that donates a portion of the profits to victims of the Indian sex trafficking trade.

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