While the world watched William effortlessly slot Baby George’s car seat in his Range Rover, pregnant mothers everywhere Googled the car seat’s brand. The Britax Baby-Safe infant carrier, which we gave 4.5 stars, has a pre-belted base for the seat, which is why William made it look so easy.
The fact that the car seat belongs to baby George means big business for Britax, who were clearly delighted their product got the royal stamp of approval: “As a British brand and the leader in child travel safety, we are delighted and honoured to hear that the Prince of Cambridge could be making his first journey in one of our infant carriers.”
And who can blame them? They will join the Australian muslin brand aden + anais, baby shawl sellers G.H. Hurt & Son and Bugaboo, who are all cashing in from royal copycats. And this is just the beginning: it’s only been a couple of days.
The “Kate-effect”, as it became known, has influenced fashion ever since she got married that a lace-sleeved Sarah Burton wedding dress. All of her maternity outfits sold out as soon as the pictures hit the papers, and now every item belonging to Baby George is fought over – those swaddling blankets by aden + anais have shot up in price on websites like Amazon.
Brands will clamor to be associated with George, and it won’t be to their detriment. While, anecdotally, mums may say that they don’t want to copy the royals, there is evidence that they do.
This is nothing new. We been inspired by celebrity as long as its been around. And the royals have always had celebrity status: even the white lead face powder Queen Elizabeth I used, which was poisonous, was copied by beauties of the time.
Yesterday, Kate headed to Bucklebury wearing a Séraphine dress. How long before that sells out, too?