The Lovestruck brand is the latest to be hit by the coveted Kate effect. After Kate Middleton purchased the $55 Lovestruck "Deirdre" dress from a London Topshop store, the brand reportedly saw a huge sales increase. Lovestruck enjoyed a 500% sales surge and was selling a dress a minute after the pregnant Duchess' high profile purchase, the Telegraph's Fashion blog reports today (Wednesday).
In addition to selling out the dress (which is not a maternity style), Lovestruck's website crashed under the weight of 60,000 hits in just a matter of hours. "It's staggering how much frenzy surrounds Kate's fashion choices globally, she's the most important British style ambassador of our generation," says head Lovestruck designer Erika Shaw. "We designed the dress with the ethos to both flatter the shape, but not lose any fashion credentials in the process."
The British clothing line now lists the floral Deirdre dress as among its bestsellers. The dress is described by the designer as a "forties tea dress feel, with a little mandarin collar and a cross over bust line. Fully elasticated at the waist."
Currently, the popular pick is only available in cream -- the same color Kate Middleton bought. However, in response to demand, Lovestruck plans to reissue the dress in a variety of colors as early as next week.