Kate Middleton's Maternity Dress Selling Out

The Duchess of Cambridge is retail gold for designers.
3:05 | 08/23/13

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Transcript for Kate Middleton's Maternity Dress Selling Out
In the meantime, princess kate is burning up the "heat index" this morning. The maternity dress she wore in the first official photo with prince george is, surprise, surprise, selling out. Everything she wears turns to gold for the designers. Abc's paula faris, heading into maternity dress mode herself is here with that story. Reporter: Like her late mother-in-law before her, princess diana, the duchess of cambridge has been dubbed the most photographed woman in the world. But diana was a trend setter. She did all of this before the age of the internet. And today, thanks to online shopping, it is a whole new world. And kate is being blamed for causing a growing number of ecommerce sites to crash. It's called the kate effect. Everything the duchess of cambridge touches, flies off store shelves. Take the dress she wore for the first royal family portraits. Everyone should have been fixating on the baby in these poses. But it's kate's pink seraphime dress that moms gravitated to. The frock sold out in less than two hours. That comes a month after jennie hakam's website crashed when she crafted the dress the duchess wore when she exited the hospital after giving birth. Catherine wears a dress, that dress is sold out before the day's out. Reporter: The australian-born mom of four and founder of aidan and anas, said within seconds of exiting the hospital, the phones were ringing off the hook. I couldn't believe it. Reporter: The swaddles are up 600%. And calls from all corners of the globe keep coming in. Within four hours out there, crash for this product. Reporter: Beyonce, julia ROBERTS AND matthew McConaughey are among her previous clients. But no celebrity, she says, comes close to carrying the global weight of the duchess. I've never think anything like this. She is the ultimate mum, like her mother-in-law before her. Reporter: And baby store managers warn, the kate effect is just getting started. We watched her through the years, with her wedding dress. Her engagement ring. And now, it's time for baby. This is the so-called kate dress, that some are calling it the mommy it dress. It's technically sold out online. But serafime's website says there will be more in stock by mid-september. I have to do the model walk. Trying not to trip on my heels. I love it. The color is gorgeous. Looks supercomfortable. And very flattering. It will be nice, too, after the delivery. That's always great. Recycling. You ladies won't be wearing this anytime soon, right? I don't know. Thank you, paula. Nor will i. It looks like a dress. Pink would look great on you,

This transcript has been automatically generated and may not be 100% accurate.

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