by Olivia Barker, USA TODAY
The Kate Effect strikes again.
This time, it took all of two hours for the Duchess' knotted fuchsia frock - the one worn in the family portrait released on Monday - to sell out. And no wonder: It costs all of $79.
The short-sleeved Seraphine dress, reminiscent of the now-legendary sapphire Issa engagement outfit, is being hailed not only for its purse-friendly price but also for its figure-friendly cut. Indeed, it's actually a maternity dress, the same style Kate wore the day after leaving the hospital for Bucklebury.
"We knew she really liked that dress, but to see her wearing it nearly a month after the birth - it's so exciting!" Seraphine founder Cecile Reinaud tells People. "It's a lovely message to all moms out there: She is not trying to pretend that she's already lost all her baby weight, and that's really refreshing."
The frock, 100 of which were snapped up between 2 a.m. and 7 a.m., is on back order until Sept. 16.
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