The Royal Baby Effect: Aiden & Anais’ Jungle Jam Swaddle Has Already Sold Out!

24 July 2013 by

Forget the Kate Effect, because although he’s not even 48 hours old, Baby Cambridge has already become a style icon. While it may sound crazy, the hysteria around the #royalbabywatch has been so frenzied that the even the printed cotton muslin swaddle wrapped around the tiny HRH as he was first introduced to the world on the steps of the Lindo wing, has sparked a stampede.
The bird print swaddle, by Raegan Moya-Jones an Australian designer who moved to the U.S to launch her line aden + anais has already sold out online. Priced at £44.95 for a pack of 4 100% cotton swaddling muslins, the super cute wrap is the first in what is predicted to be a very long list of products that benefit from the Royal Baby connection. Talk about a trendsetting tot!

Co-founder  of the brand Raegan Moya-Jones exclusively told Grazia, ““We are truly grateful and so delighted that the couple chose to debut the prince in aden + anais, it is such an honour! We wish the Duke & Duchess of Cambridge, many congratulations on the birth of their son."

aden & anais’ Jungle Jam Swaddle

The brand has already had plenty of A-list love, with Jennifer Garner, Kourtney Kardashian, Uma Thurman and Sandra Bullock all reported to have chosen their brand for their little ones, but the Duchess and Duke’s patronage will ensure that the brand is etched on to the world’s memory forevermore.

And if industry sources are to be believed, this is only the very start of the Royal Baby Effect as Nick and Lulu Rayne, buyers at Step2wo childrenswear Harvey Nichols (London, Leeds, Edinburgh), explained to Grazia. "We imagine there will be a spike in interest in babywear in the coming months, particularly as the public try to spot what the future King is wearing and where they can find similar pieces for their own babies. We fully expect people to be coming in and asking specifically for items which the royal baby is spotted in. Some of the baby brands for boys we are stocking for AW13 include Paul Smith, Tartine et Chocolate, Young Versace, Gucci and Petit Bateau."

So how shall we celebrate the appearance of Baby Cambridge? Take your pick from our most recent posts...

? See how the action unfolded with our live Royal Baby blog

? The world reacts to the arrival in both marvellous and idiotic ways

? Watch what happened behind-the-scenes on our Royal Rule Breaker shoot

? We bring you the parenting lessons Princess Diana taught William

? Listen to our playlist dedicated to Baby Cambridge

? Read more details on Kate's Jenny Packham dress


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