The Duchess of Cambridge obviously loves her blue M Missoni coat dress - she's worn it twice in the past couple of months. Now the design house is set to cash in by re-releasing the piece.
Kate's tweed coat dres is from the label's Autumn/Winter 2010 collection so Duchess fans have been unable to get their hands on the piece, until now.
Thrifty Kate picked her version up in a discount store before wearing it on a trip to Fortnum and Mason with the Queen in March and earlier this week on a Jubilee trip to Nottingham.
The £670 coat will be available at a limited number of stores from next month including the M Missoni flagship store in London, Westfield as well as Harrods and Harvey Nichols, according to Grazia magazine. Insiders are predicting the limited run will sell out within hours.
It's not the first time 'The Kate Effect' has demonstrated it's mighty marketing power. The Duchess' blue Issa engagement dress flew out of Harvey Nichols on the day she wore it and the £16 knock-off version from Tesco sold out within an hour of going online.
Meanwhile Kate will be pleased with her bargain; she reportedly paid considerably less than the £670 price-tag when she bought the dress from her favourite discount designer store in Bicester Village.