It's a well-known fact that whatever ensemble Kate Middleton wears will sell out—usually in less than 24 hours.
But according to a new reporter by Reuters, the expecting Duchess of Cambridge has an even more widespread impact on the fashion industry than previously thought.
British department store chain Debenhams has reported a 500 percent rise of smart and pretty maternity wear compared to last summer.
So what exactly does "smart and pretty" mean? Feminine frocks instead of comfy leggings.
"I think you can look incredibly beautiful when you are pregnant. You don't have to just slop around in Juicy Couture and Ugg boots," explained fashion stylist Hannah Teare in the report.
Even when moms-to-be aren't buying exactly what Middleton has donned, they are still inspired by her chic, feminine looks.
"I think the Duchess of Cambridge's maternity style has been very true to her. I think it has been very pared down. I think it is very appropriate, clean and modern, but with a sense of youthfulness too, which is right," Amanda Wakeley, a British designer favored by Middleton, told Reuters.
Kate's accessibility makes her impact that much greater and will only continue to grow as she returns to wearing non-maternity clothing after the birth of the royal baby.
"I think she will continue to be this style icon. I think in fact it will just grow and grow and I think that is really exciting for the whole of the British fashion industry and great viewing for the rest of the world too," Wakeley told Reuters. "There are many chapters yet to come. I don't think her style will change dramatically, I think she will continue...she has quite a strong sense of her own style, as did Diana, Princess of Wales and I think she will just continue to grow within that."