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Whether you’re sick of her or can’t get enough, one thing is sure: If Kate Middleton wears something, virtually anything, it’s going to sell out. Case in point: the nude Reiss “Shola” dress, which sold out just moments after it was reported the Princess wore it to meet the Obamas on Tuesday. In fact, so many people were clamoring to get their hands on that particular dress that they crashed Reiss’ site — twice. A spokesperson for the clothing company told the Washington Post that their traffic increased a whopping 300 percent thanks to Middleton, a definite coup for the affordable, high street British brand — and a smart move for the Duchess of Cambridge herself. It’s a (sartorial) strategy that, three years ago, in 2008, Michelle Obama was putting to good use: The newly appointed First Lady made headlines–and sparked a shopping frenzy–after sporting J. Crew on several public occasions, including in an interview on the Tonight Show and on press trips abroad.

MObama’s affinity for the affordable, distinctly American brand, struck a cord with the population, particularly after Sarah Palin’s exorbitant wardrobe allowance had leaked to the public. In the wake of the so-called Wardrobegate scandal, MObama, was exactly what Americans wanted: Down-to-earth, honest and frugal. Meanwhile, J. Crew was seriously cashing in: it was reported that in a space of four months the retailer’s stock rose 64%, in large part, it was believed, because of the first lady. Now, it looks like Kate Middleton could do for Reiss what Michelle Obama has done for J. Crew. The Duchess of Cambridge has already worn the brand before, quite famously sporting their white wrap dress in her official engagement photos. (The dress, which was a year old, was promptly reissued, sold, then sold out). And we have a feeling she’ll continue to support the brand.

It’s possible that Middleton just happens to really love Reiss’ designs but we think there’s probably more to her sartorial choices than meets the eye: Reiss, a homegrown, family-run British label whose roots go back to 1903, is the perfect vehicle for a modern princess to reinforce her popular, yet relatable image. While Reiss has already benefited in the short-term from Middleton’s endorsement, only time will tell whether the brand will see the same sort of growth, and image makeover, as J. Crew did. Still, if Reiss ever goes public, we’ll certainly be buying stocks.