Everyone remembers this picture and the dress that the Duchess of Cambridge wore for her official engagement to Prince William.
We also know that the royal blue wrap dress proved extremely popular, launching fashion label Issa on the world stage.
However what we didn't realise was the effect that all of this would have on the company – surely it could only be a good thing, right? Wrong.
Issa chairwoman Camilla Al Fayed explains: “It absolutely sky-rocketed the brand on a global scale, but it was too much".
“Demand was so huge the business couldn’t cope".
"If Kate wears a Zara dress, these huge companies have the backing to follow through. Issa was basically run by interns, students and Daniella [Helayel, the label’s founder and designer]. There was no business model.”
Three years on and with Al Fayed on board, according to InStyle, Issa is really thriving and have opened their first standalone store in Japan.