George wore a total of four clothes from her company in 2014 while accompanying his parents, the Prince, on a three-week visit of Australia.
The designer recalled the important moment, saying, “It was so fun to see Prince George looking gorgeous wearing our garments on the front section of every newspapers.”
‘The press described him as “Gorgeous George” and “Prince Charming”‘
Fast forward ten centuries, and George’s younger sisters, Princess Charlotte and Prince Louis, have worn Rachel’s model many days, winning her worldwide recognition.
Charlotte’s sixth birthday dress, which featured pink and navy tones and contrasting ric-rac, buttons, and bloomers, quickly gained the support of royal devotees.
The £79 dress was the fastest- selling item in the brand’s history, vanishing from stock within 12 hours.
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.
Rachel Riley established her label and began creating all of her pieces in the UK a few years later, in 1998.
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 prides herself on using only the best materials and yarns to give her young customers the best possible look and feel while incorporating traditional craftsmanship techniques like hand embroidery, smocking, and intarsia.
Perhaps the Prince and Princess of Wales attracted to the brand because of her endearing vintage-inspired aesthetic.
William and Catherine have worn a variety of traditional clothing to their three children over the years from Rachel Riley.
William and Kate prefer Charlotte to wear slick floral tea dresses, while Prince George frequently wears striped polo shirts and shorts.
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.
For Charlotte’s christening in 2015, he notably wore a red and white Smocked Set, which was a resemblance to the outfit his father wore for the first time, more than 30 years earlier.
Unsurprisingly, the adorable outfit, featuring hand- smocking, sold out within hours of Prince George’s appearance.
In the meantime, nine-year-old Charlotte has been seen wearing at least five colorful designs on occasions, 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.
As she stated, “Princess Charlotte is a fan of our button-front dress style, which was actually the first thing I designed when I began my company 30 years ago,” she explained that this was one of her first designs.
“I adore how well our timeless dresses have been worn throughout the years.”
Customers now purchase our designs for their own children, similar to those they wore themselves when they were younger.
‘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 organized a pre- order system, a process with which she was now thoroughly acquainted.
The brand’s regarded blend of timeless style, comfort, and practicality seems to be a winning combination for Wales children during official engagements.
Prince Louis, who recently turned six, has, naturally, followed in his siblings’ stylish footsteps.
He wore a Rachel Riley polo shirt for the family Christmas card in 2021 last year, and he also wore a pair of tailored shorts from the distinctly British brand.
From official engagements to visits to the zoo and casual occasions, Ms. Riley said: “It has been wonderful for me to see Prince George, and wearing our clothes to both formal and casual occasions.”
‘As with every milestone in a child’s life, each and every moment brings such pride and joy.’
George, Charlotte, and Louis will undoubtedly grow older because the brand caters to infants and children up to the age of 14.
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, she said, and that’s why we enjoy each moment and cherish the memories created.’
It’s always fun to see them wearing babysuits when they are babies, dungarees when they are crawling, shirt and short sets when they are walking, and clothing that we design changes and adapts as kids grow up.
‘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.’
Lady Louise Windsor, Isla and Savannah Philips, and other members of the Royal Family have also worn her designs.
By the wider popularity their purchases have gained her brand, Rachel is credited with the support from the Royal Family.
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, my team and I are always excited whenever it makes headlines around the world.
I’m proud to see all of our customers wearing our outfits and the joy it brings them in the photos they share, she continued.