Duchess of Cambridge wears Jenny Packham to present new royal baby to the world

This afternoon, the Duke and Duchess of Cambridge posed for a history-making photocall on the steps of the now-famous Lindo Wing to present their newborn son to the world.

The royal couple – who are already parents to four-year-old Prince George and two-year-old Princess Charlotte – welcomed their third child at St Mary’s Hospital in London at 11.01am, Kensington Palace confirmed via Twitter.

For the momentous occasion, the 36-year-old – who is famed for her seriously covetable maternity wardrobe – looked to one of her favourite labels, Jenny Packham, for the third time.

The Duchess wore a red shift dress by the designer which featured a white, lace Peter Pan collar.

It’s the third time the royal has looked to Packham for her first appearances with her children.

For her debut appearance on the hospital steps on 22 July 2013, the 36-year-old seemingly paid sartorial tribute to Princess Diana in a custom-made polka dot dress by Jenny Packham.

She also looked to the go-to label following the birth of Princess Charlotte on 2 May 2015, as she chose a sunny yellow shift dress adorned with daffodils.

Like his older siblings, the couple’s newborn son followed the royal family’s 70-year tradition of sleeping tights in a bespoke blanket by GH Hurt & Son.

And the blanket is sure to sell out within a matter of hours. When Prince George was debuted to the world swaddled in a white shall by the Nottingham-based label, the shall became a hit with parents across the globe. But it’s hardly surprising, as the historic label also handcrafted Prince William’s blanket 31 years prior.

And the family business fell under unforeseen pressure to meet the newfound high demand. Company director, Gilliam Taylor, told the Mirror: “We were so delighted when the royal couple emerged from St Mary’s Hospital with their newborn son wrapped in one of our traditional hand-finished shawls. We’re working incredibly hard. It’s taken us by surprise because we’re a small family firm of less than 20 employees.”

But the ‘Prince George Effect’ had only just kick-started, as the bird-print blanket the newborn was photographed in before heading home in his car seat, also became a major sell-out. The £44.95 accessory by US-based company, Aden + Anais, flew from the shelves within a sheer matter of minutes.

Princess Charlotte also made her world debut swaddled up in a custom-made blanket but also donned an adorable bonnet in the process.

With many parents querying where the royal accessory was purchased, Kensington Palace refused to comment declaring it a ‘private matter’.

But it was later revealed that it was a gift from the mother of Maria Teresa Turrion Borrallo, the Duchess of Cambridge’s Spanish nanny. The knitted accessory – which Princess Charlotte wore backwards by mistake – was purchased from Irulea, a small boutique in northern Spain.

The Duke and Duchess of Cambridge have yet to reveal the name of their newborn son.

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Royal baby: Duke and Duchess of Cambridge welcome their third child