Mother and Baby

What will Royal Baby Number Three Wear?

Section: Kids' Fashion

If you’re a kidswear brand, being photographed on one of the royal children is like hitting the jackpot. Whatever they’re wearing will become an immediate sell-out. No wonder that economists have estimated that Princess Charlotte will be "worth" £3bn to the British economy over her lifetime, with Prince George “valued” just a little behind at £2.4bn.

With another member of the Cambridge clan on its way, we look at the baby and kids’ brands that have been given the royal seal of approval, from car seats and dressing gowns to dresses and swaddles. 

Expand Image

Aden & Anais

One of the first brands to experience the benefit of being seen on the royal children was Aden & Anais. When Prince George left hospital wrapped in their £12 Sweet Bird Print swaddle, the label promptly sold out in 48 hours and traffic to their website increased by 1,960 per cent. Aden & Anais is well used to being in the spotlight and has been seen on the babies of Sienna Miller, Beyonce, Charlize Theron and Jessica Alba among others. Image: Getty 
Expand Image


When it came to carrying the future King of England home from hospital (and his sister a couple of years later), the royals chose Britax’s Baby Safe Car Seat for their precious cargo. The seat retails at a very reasonable £99.99 and its safety features include a five-point harness and high, padded sides. It can be connected to an Isofix base, which apparently Prince William practised with before performing in front of the flashing paparazzi. Image: Getty
Expand Image

GH Hurt & Son

Small family firm GH Hurt & Son have a lot to thank Kate & Wills for. Following the birth of both of their children, the couple posed for photos outside the Lindo Wing, with their newborns wrapped in the brand's merino christening shawl, which retails at £45. As a result, the small, Nottingham-based label saw 100,000 people from 183 countries visit their website in less than 24 hours.
Expand Image


Crocs might not be a brand that you automatically associate with the royals but Prince George gave the high street label a real boost when he was spotted in a navy pair at the Polo in 2015. One of the cheapest ways to emulate the prince's style, George's foamy footwear only costs £26.99!
Expand Image

Cath Kidston

Nothing gets you in the mood for Christmas like a festive jumper and it seems that Kate and Wills are just like the rest of us and can't resist dressing their children in them. They chose this knitted tank top with marching soldiers from high street brand Cath Kidston for the official Christmas snaps of Prince George in December 2014. 
Expand Image

Millson Prince

Forget Bugaboo, Uppababy or even royal favourite Silver Cross, when it comes to a pram The Cambridges don't do anything by halves. At Princess Charlotte's christening, Kate was seen pushing her new arrival in an enormous Millson Prince. Said to be the Rolls-Royce of baby carriers, you can't actually buy a Millson Prince new anymore (although you can buy restored ones). The pram that carried a nine-week-old Charlotte to her christening certainly has good vintage – it had previously transported Princes Andrew and Edward as babies.  
Expand Image

Rachel Riley

British designer Rachel Riley must have been thrilled when Prince George turned up to Princess Charlotte's christening in one of her vintage-inspired ensembles. The embroidered top and smocked shorts were reminiscent of an outfit worn by Prince William when he was a similar age and quickly sold out despite costing £85 a pop. The designer has become a favourite of the royals, with them also choosing her creations for their children during their tour of New Zealand. Image: Getty
Expand Image

Pepa & Co

Kate and Wills often turn to Spanish brands when dressing their children. Among them, Pepa & Co. Princess Charlotte wore this traditional cotton frock from the label while accompanying her parents on their tour of Canada. And, more recently, Charlotte and George were dressed in bespoke Pepa & Co cream and gold creations when they acted as flower girl and page boy respectively at their aunt Pippa Middleton's wedding.
Expand Image

Wild & Gorgeous

Wild & Gorgeous is another kidswear label that the royals have used in their children's wardrobes. George was spotted in their aptly-named "Harry" Jumper during the family's tour of Canada in 2016. 
Expand Image


The people behind M&H had quite the celebration when they saw that Kate Middleton had chosen to dress her daughter Charlotte in two of their cotton frocks in the official photographs to celebrate her first birthday. Margarita Pato, who started the Spanish childrenswear label, seemed astonished by the effect the toddler had. “Princess Charlotte wearing two of our floral dresses has had a huge impact on our brand," she told The Daily Telegraph.
Expand Image

Olivier Baby and Kids 

Another label to benefit from Charlotte's official birthday photographs was Olivier Baby & Kids. The toddler wore their 100% cashmere rose stitch cardigan, which, despite costing £59, you guessed it, sold out straight away.
Expand Image

Amaia Kids

Princess Charlotte might be a little young for tiaras still but that doesn't mean she can't have a bit of fun with her hair accessories. At the 2016 Trooping Of The Colour, the youngster wore a pink hair bow from Spanish label Amaia Kids. The best bit? The bow only cost £2.50. 
Expand Image

My 1st Years

When you're meeting the President of the United States, you need to be wearing something a little bit special – even if you're meeting him just before bedtime. Prince George met Barack Obama in April 2016 in this customised dressing gown from My Ist Years. Look carefully and you can see George's name sprawled across his chest. You can buy a personalised dressing gown for your own little prince or princess at My 1st Years. Image: Instagram/Kensington Palace
Expand Image


When Prince George was photographed wearing a £28 Sunuva T-shirt and shorts in his third birthday photographs, the brand's founders were completely taken by surprise. They were immediately inundated with interview requests and had 750 pre-orders for their classic blue-and-white striped T-shirts. Image: Matt Porteous/Rex/Shutterstock
Princess Charlotte - REX/Shutterstock Expand Image Princess Charlotte - REX/Shutterstock

John Lewis

John Lewis is a British institution so it's little surprise that the royals chose something from the renowned store for their kids. To celebrate Princess Charlotte's second birthday, the Palace released a set of photos which included this one of the tot in a knitted Fair-Isle sheep cardigan that retailed at just £10. And of course it sold out within minutes. Image: HRH The Duchess of Cambridge/Handout/EPA/REX/Shutterstock


Charlotte is an award-winning journalist who's interviewed six Oscar winners, a Greek princess and a Cbeebies presenter.

She's written for GLAMOUR, Vogue, Stylist and The Independent during her career, and, though she writes about beautiful children's clothes, her own two children refuse to wear them.

She likes sunshine and log burners but not at the same time.  


Related Content