Kate Middleton Wears a Dress and Crashes Website

The Duchess of Cambridge with first lady Michelle Obama

The Duchess of Cambridge with first lady Michelle Obama

London–Accessories designers: get those product placement publicists ready! If you still didn’t believe in “The Kate Effect,” you will now.

The Duchess of Cambridge Kate Middleton wore a dress by UK brand Reiss when she met with first lady Michelle and President Barack Obama this week—her first public appearance since her wedding.

Of course, news of the fashion choice spread around the world, and the $340 dress instantly sold out on Reiss.com. In fact, the website was so overloaded that it crashed.

A Reiss spokesperson said that their website traffic spiked by more than 300% as a result of Kate wearing the Reiss “Shola” style.

The Reiss brand even Tweeted: “To all our Shola fans!…The dress has now sold out online and in the US, with very limited stock left in UK stores.”

It used to be that a mention by Oprah would bring servers crashing to their knees, and brands employed armies of publicists to land their merchandise on her show. Now that the Queen of daytime TV has moved on to bigger things, brands have a new Queen (to be) to stalk.

Kate wore the nude colored Shola bandage dress with black stilettos and black clutch. No hosiery. Sigh.

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