First, it was the ‘Princess Diana Effect’, then it was the ‘Kate Middleton Effect’ and now it’s the royal children’s turn. Whether it is Prince George, Princess Charlotte, or Prince Louis, whatever they are seen wearing at an engagement, or in public is guaranteed to be an instant sell-out. From gorgeous knitted jumpers to adorable shoes, the royal children have been proclaimed style icons with parents everywhere eager to dress their children just like the Cambridges.
The cute shop is behind the knitted jumper Prince Louis wore in his first birthday portrait in 2019.
It has been reported the Duchess bought it before even Prince George was born as it is from their first collection seven years ago.
The website explains that they are “Offering equal doses of tradition and whimsy”.
It goes on to say: “We want to encourage children to explore outside, build dens and get creative – which naturally entails mud, dirt and scuffles.
“Mindful of this we set about designing clothes that look like they’ve come out of a fairy tale, but are still robust enough for children that frolic about.”
The brand is proudly British and says: “As a homegrown British children’s brand, being original, charming, and affordable are all high on our company’s agenda.
“Each collection is designed with complementing colour tones to encourage little ones to create different looks and discover their own style.
“Our aim is to provide fun, magical and durable designs.
“And our wish is to see families enjoying them from one generation to the next.”
Elfie’s adorable clothing is sold at Alex Eagle on Lexington Street, West London, as well as Semmalina Star Bags near Sloane Square, and also at Fortnum and Mason in Piccadilly.
Other shops where Kate is a loyal customer include Cath Kidston, which was where Prince George’s gorgeous soldier tank top was from.
She also enjoys the Spanish brand Pepa & Co, the brand responsible for Princess Charlotte’s blue and pink dress worn in Canada in 2016.
The clothes the royal children are seen wearing typically sell out in minutes, with Princess Charlotte’s clothing influence topping the list as bringing in the most money to the economy.
According to a recent study, Princess Charlotte, six, topped the list of the richest children in the world with her unbelievable estimated net worth of £2.7billion.
That figure places her ahead of both her older brother Prince George, eight, and her younger brother Prince Louis, three, who have been ranked second and third with values of £2.1billion and £1billion respectively.
According to research carried out by Electric Ride on Cars, the three Cambridge children have been crowned as the top three richest youngsters in the world, ahead of the likes of Beyoncé’s daughter Blue Ivy and Tom Cruise’s daughter Suri.