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Kate Middleton's dress sells out in hours

First lady Michelle Obama talks to Catherine, Duchess of Cambridge at Buckingham Palace in London on May 24, 2011. AP

(CBS) Kate has done it again.

In her first official appearance after returning from her honeymoon in the Seychelles, the Duchess of Cambridge, formerly known as Kate Middleton, has helped a designer sell out a dress.

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The cap-sleeved, caramel-colored form-fitting dress that the duchess wore when she and Prince William met Barrack and Michelle Obama at Buckingham Palace on Tuesday sold out online within hours after photos hit the Internet.

Demand for the Reiss dress, which is called Shola and retails for $340, was so great it caused the fashion brand's Web site to crash, according to The Washington Post.

A Reiss spokesperson told the newspaper traffic to the site increased by over 300 percent. The web site still appears to be down at 2:30 p.m. EDT on Wednesday, having returned briefly Wednesday afternoon only to crash again minutes later.

The brand even tweeted about its trouble: "Due to unprecedented demand, Shola mania has crashed our website! We are endeavouring to bring the Reiss brand back to you ASAP!"

Both the royal blue wrap dress that the duchess wore when she announced her engagement and a cream-colored dress that she later wore when posing for engagement pictures also sold out in just hours.

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