The official engagement photos of Prince William and Kate Middleton released on December 12 caused a flurry of media interest.
Of particular interest was the white Reiss dress that Middleton wore. Capitalizing on the frenzy, the label announced on Monday that it will re-release the dress.
The “Nannette” dress, which retails for $325, will re-launch in stores next month.
The simple, belted number with a ruffle detail across the front is actually from the fall 2010 collection, so it can no longer be found at any Reiss boutique.
“We’ve been inundated with calls,” a saleswoman for Reiss at its Bleecker Street location in New York told the Daily News.
Given the high demand by customers, even online boutiques have been rushing to sell the now infamous white dress.
The Daily Mail reported that it went for a mere £179 ($284) on online auction site eBay immediately after the pictures taken by Mario Testino were released.
It seems that whatever Middleton wears is guaranteed to fly off the racks. The £399 ($630) royal blue dress by Brazilian designer Daniella Helayel of the label Issa that she wore for her engagement announcement sold out after just one day.