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THE SIMPLY SMALL LIFE BLOG: The Prince George & Princess Charlotte Effect

Powell Craft Prince George Prince George Style Princess Charlotte Princess Charlotte Style Royal Children The Cambridge Effect

On Monday 22 July 2013, Prince George Alexander Louis of Cambridge was born and the world’s media went into meltdown. Never before had the birth of a tiny baby been such an anticipated and frenzied world event. Less than two years’ later, George’s little sister Princess Charlotte Elizabeth Diana followed, along with yet more media interest and a new phenomenon in children’s fashion erupted.

Style Blogs

The ‘Cambridge Effect’ according to Forbes Magazine is worth literally billions of Pounds to the British Fashion industry with styles being shipped overseas as far as the United States and the UAE. The Royal Children have style blogs such as Prince George Pieces and What Kate’s Kids Wore dedicated to them. These Royal style watchers make it their mission to track down and inform the world exactly what brands the Royal children are wearing and when they do ‘ID’ and outfit, it literally sells out within minutes.

Blankets & Muslins

I'm not ashamed to admit, I have fallen hook, line and sinker for the Prince George Effect. The day after his birth, he left hospital wrapped in a very basic and inconspicuous muslin swaddle featuring little blue birds on it. It was quickly identified as an Aden & Anais Bamboo Muslin Swaddle. At the time, Aden & Anais was a relatively unknown baby brand and the cute swaddle was sold for £12.00. Guess what little SS was wrapped in, during her early days? An Aden & Anais Swaddle of course!

Similarly, the Nottinghamshire based firm who made the merino wool blanket that Princess Charlotte was wrapped in during her debut to the world’s media was inundated with orders in the days after her birth. It has undoubtedly given these brands, many of them small family firms an epic boost.

Spanish & Portuguese Designs

But what is really nice is that the Cambridge’s have chosen not to dress their children in expensive high fashion brands, instead preferring classic and affordable designs, mainly from the UK, Spain and Portugal. Kate Middleton’s taste is for the more traditional styles, mixed with modern touches and this is exactly the type of collection The Simply Small Co seeks to curate. We want little ones to remain children, not miniature versions of adults. Everything we stock is simply classic, affordable and fun.

Traditional & Classic with a Contemporary Twist

Kate likes to mix styles on George, so for example she will put him in a classic pair of boy’s shorts but with a cute and fun jumper. She’ll team a classic cashmere cardigan with a pair of crocs shoes to give a contemporary twist. While Charlotte is often dressed in the most adorable hand smocked pieces, teamed with gorgeous Spanish or Portuguese knitwear.

Powell Craft

A favourite piece was this Navy Pram Coat from British Brand Powell Craft, which Prince George was photographed in with his parents. This commemorative photograph was then given as a thank you gift to their hosts during the Royal tour of Australia and New Zealand. What do you know, it’s stocked by us J Shop more Powell Craft designs in our collection.


We’re sure as the children grow, the world will continue to watch. Good job they’re soooooo adorable :)


The Simply Small Life Blog is a behind the scenes look at what goes into running an independent children's retailer. Written by Nat SS a North East Mam (#notamumpreneur) of two who founded and runs The Simply Small Co. All opinions are her own. Copyright of The Simply Small Co.

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