When Rachel Rileyfirst saw nine-month-oldPrince George wearing her Sailboat Smocked Dungarees, she couldn't have foreseen the fame that would follow.
George was accompanying his parents, the Prince and Princess of Wales, on a three-week tour of Australia and New Zealandin 2014 when he wore a total of four outfits from her brand.
Recalling the pivotal moment, the designer told MailOnline: 'They were such momentous occasions in the world's press and it was so fun to see Prince George looking adorable wearing our outfits on the front page of every newspaper.
'The press described him as "Gorgeous George" and "Prince Charming"!'
Fast forward ten years, and George's younger siblings, Princess Charlotte and Prince Louis, have worn Rachel's brand countless times, winning her global recognition.
Charlotte's sixth birthday dress - which was characterised by pink and navy tones and contrasting ric-rac, buttons and bloomers - became an instant hit among royal enthusiasts.
The £79 dress was the fastest-selling item in the brand's history, vanishing from stock within 12 hours.
Prince George, then nine-months-old, wore Rachel Riley's Sailboat Smocked Dungarees on his first official royal engagement in 2014.The smart dungarees, which are currently priced at £74, were decorated with a hand-embroidered sailboat
Charlotte captivated the world with her sixth birthday portrait in 2021, when she was seen wearing Rachel Riley's Floral Button-Front Dress. The garment now costs £69
The company, which comprises a team of 20, initially experienced the 'George effect' as customers swarmed to purchase his debut outfit, causing it to sell out almost instantly.
Fortunately, the team managed to place the dungarees on backorder, preventing any disappointment among shoppers.
It was some years earlier, in 1998, that Rachel Riley established her label and began designing all her pieces in the UK.
Rachel infuses her passion for 50s and 60s fashion into her childrenswear, aiming to create heirloom keepsakes that can be passed down the generations.
She takes pride in traditional craftsmanship techniques, such as hand embroidery, smocking and intarsia, incorporating the finest fabrics and yarns to ensure that her young customers look and feel their best.
Perhaps it is her endearing vintage-inspired aesthetic that attracted the Prince and Princess of Wales to the brand.
Over the years, William and Catherine have dressed their three children in various traditional garments sourced from Rachel Riley.
Prince George often wears striped polo shirts and shorts, while William and Kate favour ditsy floral tea dresses for Charlotte.
Prince George wore the brand's Striped Polo (now only available in the US at$49) and Pocket Shorts during a family trip to Toronga Zoo on Easter Sunday in 2014
George was also seen wearing Rachel Riley's Moss Stitch Cardigan while touring Australia and New Zealand in 2014. The garment now costs£34.50
George was seen wearing a Smocked Set for Charlotte's christening in 2015, reminiscent of an outfit his father wore when meeting his newborn brother, Harry, for the first time more than thirty years earlier. The outfit now costs£94
Prince William leaves the Lindo Wing of St. Mary's Hospital with his nanny Barbara Barnes after visiting his newborn brother Prince Harry on September 15, 1984. His outfit inspired Rachel Riley's creation
In his early years, George's parents favoured co-ordinating sets for him, such as the Cord Shirt and Short set, which was featured on the commemorative stamp for Queen Elizabeth's 90th birthday.
He notably wore a red and white Smocked Set for Charlotte's christening in 2015, reminiscent of an outfit his father wore when meeting his newborn brother, Harry, for the first time more than thirty years earlier.
Unsurprisingly, the adorable outfit, featuring hand-smocking, sold out within hours of Prince George's appearance.
Meanwhile, nine-year-old Charlotte has been seen in at least five bloomy designs on significantoccasions, including her sixth birthday portrait and the Easter Sunday church service in 2023.
Most of these dresses feature a classic collar, button-front and flared skirt, predominantly in shades of blue, which may point to Charlotte's favorite colour.
This signature style was one of the first designs created by Rachel, as she explained: 'Princess Charlotte is a fan of our button-front dress style, which was actually the first item I designed when I began my company 30 years ago.
'I love to see our timeless dresses enjoyed across the years.
'We now have customers buying our designs for their own children, similar to ones they wore themselves when they were small.
'It brings me great joy to see clothes loved and enjoying longevity, and of course creating picture-perfect moments!'
With demand soaring, Rachel and her team swiftly organised a pre-order system, a process with which she was now thoroughly acquainted.
Princess Charlotte bloomed in the brand's Navy Mini Floral Dress for theEaster Sunday church service in 2023. The garment now costs£79
It seems that the brand's considered blend of timeless style, comfort and practicality creates a winning formula for the Wales children during official engagements.
Prince Louis, who recently turned six, has, naturally, followed in his siblings' stylish footsteps.
He sported a Rachel Riley polo shirt for the family Christmas card in 2021 and, last year, wore a pair of tailored shorts by the quintessentially British brand.
Ms Riley said: 'It has been wonderful for me to see Prince George, Princess Charlotte and Prince Louis wearing our clothes for both formal and casual occasions, from official engagements to visits to the zoo and Chelsea Flower Show.
'As with every milestone in a child's life, each and every moment brings such pride and joy.'
With the brand catering for newborns and children up to the age of 14, it is inevitable that George, Charlotte and Louis will outgrow its designs.
However, the humble designer doesn't linger on the matter. In fact, she views growth as a positive development.
'The great joy of childhood is that it is ever evolving! You can't keep them small forever and that is why we enjoy every moment and cherish the memories made,' she explained.
'We design clothing that changes and adapts as children grow up, so it is always fun for me to see them in babysuits when they are babies, dungarees when they are crawling, shirt and short sets and cute dresses when they are walking.
The aptly named Forget-Me-Not Smocked Dress was worn by Charlotte when she attended the Easter Sunday church service at St George's Chapel, Windsor, in 2022. The dress is priced at £119
Prince Louis,who recently turned six, has, naturally, followed in his siblings' stylish footsteps.Louis was dressed in Rachel Riley Blue Tailored Shorts when he attended the Easter Mattins Service at St George's Chapel with his family last year. The shorts cost £49
'Then, as they head to pre-teen, we have designs which suit that age as well - whether it be a shift dress or top and skirt set for girls, or trousers, shirt and jacket for boys.'
Other members of the Royal Family - such as Lady Louise Windsor, and Isla and Savannah Philips - have also worn her designs.
Rachel by the support from the Royal Family and the broader popularity their purchases have brought her brand.
She said: 'It is such an honour for me to see the royal children wearing my clothing. They always look so happy, comfortable and smart.
'Of course me and my team are excited each time it makes headline news across the world.
'I am proud to see all of our customers wearing our outfits and the joy that it brings them in the photos they share,' she added.
