The Duchess of Cambridge has once again set off a fashion frenzy.
But unlike her wedding day, which saw designers scrabbling to replicate her gown, this time her appearance in a Reiss dress saw the retailer's website crash as demand for the item soared.
Kate, pictured looking elegant, slim and tanned as she met the Obamas this afternoon, gave the label such a boost that it was unable to cope with the shopping surge and it was two-and-a-half hours before the site was back up and running.
A spokesman for the brand said "unprecedented traffic" had caused the technical glitch.
Kate, 29, has been photographed wearing Reiss on a number of occasions and has become something of an ambassador for the high street label.
For her first official royal engagement as a newlywed, she donned a sophisticated knee-length camel-coloured shift dress which she teamed with an Anya Hindmarch clutch.
But it was the £175 'Shola bandage' dress which sparked an online shopping melt-down.
Later a post appeared on Twitter reading: "Due to unprecedented demand, Shola mania has crashed our website! We are endeavouring to bring the Reiss brand back to you ASAP!"
The Duchess wore the brand in her official engagement portrait by Mario Testino. She has also been photographed wearing a Reiss coat while out with William.
On the first day of the Obamas' state visit to the UK, the First Lady has so far made two outfit changes.
This morning at Buckingham Palace, Michelle Obama donned a knee length turquoise dress with embroidered flowers accompanied by a pink bolero.
The Queen picked a dress and coat ensemble Peter Enrione.
When Mrs Obama left the palace to visit Westminster Abbey she wore a fuchsia 1950s-inspired dress with a blue overcoat and matching kitten heels.
She was wearing the outfit when she and her husband made a courtesy call to the Prime Minister and his wife Samantha at Number 10.
Mrs Cameron, who has been heralded as a fashion icon in the past, was wearing a Peter Pilotto embroidered floral silk dress with a pair of Jimmy Choo shoes.