Prince George was gorgeous for his Christmas portrait, which was released by Kensington Palace last weekend.
The cute outfit he wears in the adorable photoshoot was put together by his stylish mum the Duchess of Cambridge, née Kate Middleton, who personally selects items for her 16-month-old tot.
After another winning example of "the George effect", HELLO! Fashion has spoken exclusively to Amaia Perso, co-owner of Amaia Kids, where Kate picked up the navy corduroy shorts and socks donned by the tiny royal for his official festive photos.
"She is really lovely and a pleasure to help," says Amaia of the world-renowned style icon and royal, who comes to the shop in person. "She knows exactly what she likes and wants for her son and tends to pick out the items herself."
She adds that she is "truly honoured" that Kate picked items from Amaia Kids for her little one's portrait, and that it was thanks to HELLO! that she found out her designs had been chosen for the special moment.
Amaia reveals she first saw the pictures of George: "While I was out food shopping on Sunday (and) I caught sight of the front cover of HELLO! magazine!"
The stylish Duchess often turns to British designs when it comes to dressing herself, and she takes the same approach when it comes to her son's wardrobe.
Co-owner of the small and beautiful boutique Amaia Kids, which is celebrating its ten-year anniversary next year and boasts the likes of Victoria Beckham, Kate Hudson, Claudia Schiffer and Geri Halliwell among its clients, appreciates Kate's support of small British brands like her own.
"We are a small London-based brand and out of all the brands she could have chosen, she came to us. We are really grateful to her for supporting small businesses like ours and most of all, we are delighted that she likes our pieces."
Now that the nation has seen George looking adorable in his outfit – which also featured a cute blue London Guards tank top by Cath Kidston and Start-Rite Jo First Walking Shoes – all items are naturally in high demand. So much so, that Amaia Kids is replenishing its stock of navy corduroy shorts, which will be available again in-store from Monday.