Well, that didn't take long. Kate Middleton's Issa London dress has sold out within 24 hours.
British retailer Harvey Nichols confirmed on Thursday that the dress is out of stock at its London store.
"Since the announcement of the royal engagement we have been inundated with requests regarding Issa," the store's buying director Averyl Oates told Vogue UK.
Issa London, from Brazilian-born Daniella Issa Helayel, is one of Middleton's go-to designer labels.
In fact, the Sapphire dress, priced at £385 or about $616, was gone within hours. "The dress worn by Kate sold out almost immediately," Oates said.
This isn't the first time one of Middleton's fashion choices has caused a stir: In 2007, the Topshop print dress she wore for her 25th birthday sold out within 24 hours.