Princess Kate's Go-To Children's Wear Designer Launches Eloise-Themed Collection - Reveals Why She's Like Prince George!

Eloise at the palace!

Children’s wear designer Rachel Riley (and Princess Kate‘s go-to label for Prince George) is launching a new Eloise-themed collection to mark the 60th anniversary of the famed children’s stories.

“For me, it’s just a match made in heaven,” the British designer tells PEOPLE.

“She was created in 1955, so it’s an era that’s right up my street, and I’ve always loved the fun illustrations,” explains Riley, whose sales have boomed since George started wearing her designs.

The beloved book series follows the adventures of mischief-maker, Eloise, a 6-year-old girl who causes mayhem at the Plaza hotel, where she lives with her British nanny, her dog Weenie and her turtle Skiperdee.

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Getty; Courtesy Rachel Riley;Prince George and Eloise

Since the Plaza owns the copyright to the books, they contacted Riley three years ago to create the 33-piece collection.

“There’s a whole load of prints, simple dresses, skirts, leggings, pajamas — all inspired by the books,” Riley says.

The charming character created by author Kay Thompson and illustrator Hilary Knight even shares a few style tips with Prince George.

“Eloise nearly always wears the same sweet little outfit — a white blouse with a black pleated skirt, which has straps that cross over at the back similar to Prince George’s dungarees.”

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Courtesy Rachel Riley

Inundated with calls and orders since Prince George last wore her designs (a red and white hand-smocked shorts set for Princess Charlotte’s christening last month),

“We sold out on the same day and have re-ordered three times, just to satisfy customer demand,” she says. “Everything he wears is so popular.”

And the “Prince George Effect” shows no sign of slowing down. In fact, one of Riley’s customers has managed to bag every single piece George has ever worn.

“I think it’s kind of fun — if you love Prince George — to have the same wardrobe.”

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Courtesy Rachel Riley

As for her most-famous customer, Princess Kate, Riley remains tight-lipped about whether Princess Charlotte owns any of her floral onesies or traditional bloomers.

But she says the busy mom of two often browses her website at home. “I know she definitely views the collection online,” reveals Riley, whose fan base also includes Beyoncé, who has scooped up designs for her daughter, Blue Ivy.

Rachel Riley for Eloise is available to purchase in August from the Eloise store at the Plaza and also from the Rachel Riley website.

— Monique Jessen

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