Straight out of the maternity ward of London's St Mary's Hospital and into the spotlight went the newest addition to the Duke and Duchess of Cambridge's growing family.
The little lad, yet to be named as of writing this editorial, was born on April 23 and is the third child of William and Catherine.
Mere hours after his birth, his immaculately dressed mother and father showed off their newborn to the world on the hospital steps.
The Duchess looked radiant in a lace-collared red dress - and what a stir she's caused.
It's not the usual state of affairs for a woman to look as well put together as Kate did after her new baby's birth.