In what was surely icing on the cake for retailers marking Cyber Monday, one of the biggest online shopping days on the calendar, Meghan Markle's engagement announcement outfit has caused websites to crash and the pieces to sell out worldwide.
For the official announcement of her engagement to Prince Harry on Monday, the Suits actress wore a white wrap coat by Canadian label LINE, a celebrity favourite.
The images that went around the world immediately sent the LINE website into meltdown, with the label telling USA Today the coat, which originally sold for $CAD700 ($823), had sold out.
"We are incredibly honoured that Meghan chose to wear a LINE coat to mark this very special occasion," LINE president and co-founder John Muscat reportedly told USA Today.
"Meghan has an effortlessly chic sense of style, which we've always admired. We know this particular coat is one of her favourite pieces so we have officially decided to name it the 'Meghan'. We are elated for Meghan and wish her a lifetime of happiness with Prince Harry."
As speculation intensified around what the bride will wear to the couple's wedding, set to take place in early 2018 in the northern hemisphere spring, Markle demonstrated her sartorial sophistication for the engagement announcement and first interview.
Under the white coat, Markle wore a forest green dress by Italian brand Parosh, which sells for €490 ($767).
On Tuesday morning, the brand's website was saying "email us for more information" on the page featuring the dress.
Markle showed she's also a trendsetter when it comes to accessories, wearing a pair of nude heels from her wardrobe by Florentine designer Aquazurra, and gold and opal earrings by Birks.
But nothing in her outfit could top the sparkler on her ring finger, a three-stone diamond ring designed by Prince Harry himself. The world's most anticipated engagement ring features a centre stone from Botswana, where the couple first holidayed, and two stones from Princess Diana's own collection.
Since the couple went public with their romance earlier this year, Markle's fashion choices have sparked the "Meghan effect", causing many items to sell out.
It's a similar story to her soon-to-be sister-in-law, the Duchess of Cambridge, whose outfits often sell out immediately after she is photographed in them.
Kate Middleton's engagement dress, by UK label Reiss, sold out in a matter of minutes. Given how far online shopping has come since 2011, the Meghan effect could break those records.