The Duchess of Cambridge looked radiant as she presented her son to the world in a pale blue polka dot dress reminiscent of the pattern worn by Princess Diana on the day she left hospital with Prince William.
Kate stepped out of the Lindo Wing wearing a bespoke piece by Jenny Packham, a couturier who has become something of a household name thanks to the Duchess.
Observers were quick to draw parallels with the outfit worn by William's late mother when she posed on the same doorstep with her first-born son in a green spotted dress.
But where Diana appeared nervous and bewildered by the attention, a glowing Kate smiled broadly and spoke assuredly as she introduced her child to the world's press and the hordes of cheering well-wishers.
David Walker-Smith, of Fenwick's department store on London's Bond Street, highlighted the link to the outfit chosen by William's mother. "Kate copied Diana and wore a spotty dress as she did when William was born," he said.
The Duchess teamed her outfit with a pair of cream wedges.
Her husband, who wore his sleeves rolled up, sported a pair of dark trousers, brown belt and a pale blue shirt for the occasion, in stark contrast to the pinstripe suit and tie worn by his father in 1982.
A spokesman for Jenny Packham confirmed Kate's dress was a bespoke piece.
Netmums founder Siobhan Freegard praised the Duchess for displaying her baby bump as she waved to the crowds, dispelling the "myth that all mothers should be perfect postpartum".
She said: "In a couple of minutes on the steps of the Lindo Wing Kate has done more for new mums' self esteem than any other role model."