A Reiss spokesperson said that traffic to the site increased by over 300 percent when news broke that the duchess had worn their creation, which retails at $340. Anyone who attempts to visit the site and purchase the dress will find a message apologizing for the disruption. Middleton famously wore a cream-colored Reiss dress in one of the official royal engagement photos. The dress promptly sold out.
The site’s crashing drama was documented on Reiss’ Twitter.
The site’s outage was reported on Twitter at around 11 a.m. ET:
Due to unprecedented demand, Shola mania has crashed our website! We are endeavouring to bring the Reiss brand back to you ASAP!
There was hope that the site was back up a little after 1 p.m. ET.
Reiss is back in business! You can now access our website again, hooray!
But it seems they spoke too soon.
Oooops! Website has crashed again, you guys are obviously very determined to get your hands on this dress! Bear with us...