Princess Mary wore her Project D dress to the christening of baby Princess Athena in May. She attended with her husband, Crown Prince Frederik of Denmark and children Isabella and Christian

Elegant: Princess Mary wore her Project D dress to the christening of baby Princess Athena in May. She attended with her husband, Crown Prince Frederik of Denmark and children Isabella and Christian

And unlike her favourite Temperley and Alexander McQueen creations, Project D is sold at a relatively accessible price point.
Of course others wishing to imitate the statement look will be out of luck, as the Phoebe design, from the spring/summer 2012 collection is sold out almost everywhere.
And it looks set to become even more in demand. Though the brand has proved a hit with the likes of Holly Willoughby, Amanda Holden, Kelly Brook and Christine Bleakley, endorsement from the Royals (and those that associate with them) adds extra cachet - and promises to introduce it to an international audience.

Sellout: The £350 bluebird-print Phoebe dress was such a hit, it is no longer available to buy in stores

Lauren Stevenson, PR Director at My-Wardrobe.com, which stocks the line, believes the reason the dresses are so popular is because they strike the right balance of cool and sophisticated.
'It's a classic case of women designing for women, with Dannii and Tabitha focusing on the silhouette and feminine detailing,' she explained to MailOnline.
'The youthful elegance of Project D's dresses are perfect for choice the young Royals... They hit the right note of glamorous sophistication.'

Success: Project D is the brainchild of Tabitha Somerset Webb (left) and X Factor judge Dannii Minogue

Project D's success is a positive turn of events for Dannii, who split from male model Kris Smith in April this year.
Yesterday the former couple put on a united front in her hometown of Melbourne to celebrate the second birthday of their son Ethan.