When Meghan Markle stepped out in a belted white coat from Canadian brand Line The Label the website crashed as fashion followers rushed to emulate the bride-to-be’s style.
And with fashionistas hoping to catch a glimpse of possible future styles worn by Ms Markle, there was a surge in people liking the brand on Instagram too.
The LineTheLabel account doubled its number of followers in little over 24 hours.
Ms Markle wore the jacket as she and Prince Harry posed for pictures following their engagement in the Sunken Garden at Kensington Palace.
She teamed it with a dress by Italian brand P.A.R.O.S.H and earrings from Canadian fine jewellery brand Birks.
Details of the brands were revealed soon after.
At that point, Line had 6,627 followers on Instagram – the social platform the brand most regularly updates.
Now, it has more than 12,200 followers.
It also posted its own messages of congratulations to the newly engaged couple next to a picture of Ms Markle and Harry taken at Kensington Gardens – with its coat in full view.
Line saw a modest increase in Twitter followers, from 2,011 to 2,464 and achieved additional Facebook likes, up from 2,834 to 3,237.
Although the P.A.R.O.S.H dress was barely visible at the afternoon photocall, the a/w1718 bow dress – in green – took centre stage during the couple’s televised interview.
The company saw only a small rise in Instagram follower numbers from 49.9K to around 50.3k in the 24 hours after the brand was revealed.
Jewellery firm Maison Birks gained around 300 extra followers on Instagram, up to 10.9k.