The Duchess of Cambridge stepped out in her Sarah Burton-designed Alexander McQueen dress for Diamond Jubilee Service of Thanksgiving on Tuesday.
The delicate blush creation, reportedly custom-made for Kate herself, came complete with a ribbon sash and beautiful boat neckline, while the long-sleeves and slimline design emphasised Kate's tiny waist.
But with the real deal seemingly unavailable, fans have been rushing to snap up high street copies of Kate Middleton's beautiful lace dress, which come with a slightly more affordable price tag.
Just hours after Kate arrived at the 10am service, Asda reported a 35 per cent rise in sales of its £25 nude lace dress, with the item selling out online completely by the end of the day.
While it might not be a carbon copy of the McQueen dress - with a slightly pleated skirt and no sleeves sleeves - it captures that same design and distinctive colour - with the overall effect being undeniably similar.
'Our George customers love the royals, especially Kate Middleton, and George stores have been flooded with Copy-Kates purchasing our nude lace dress after they saw the Duchess in a similar Alexander McQueen number,' explains Asda Brand Director and creator of the ‘Fit for a Queen’ dress collection, Fiona Lambert.
'Our George customers love the royals, especially Kate Middleton, and George stores have been flooded with Copy-Kates purchasing our nude lace dress after they saw the Duchess in a similar Alexander McQueen number.'
She continues: 'We expect the Kate phenomenon to continue as she has now established herself as a British style icon. We know our customers can’t wait to see what she will be wearing next.'
On the subject of selling out, the earrings Kate wore on the very same day - not real diamonds, but in fact £38 Cubic Zirconia, have also flown of the shelves, with designer Belinda Hadden rushing to re-stock.
Did you manage to get your hands on a copy of Kate Middleton dres? Let us know in the comments box below…