The Duchess of Cambridge's new favourite label is Cheltenham-based Holland Cooper.

Kate has been seen out and about in several Holland Cooper designs over the last year, as reported by The Times.

But it is her much-anticipated appearance in the famous CBeebies Bedtime Stories slot coming up this Sunday (February 13), which has helped to really raise the profile of the high-end brand. Kate is seen wearing a £179 cream rollneck fairisle jumper, complete with signature gold buttons on the sleeves.

Holland Cooper is countrywear with added glamour - all of the designs have gold button detail on the front, shoulder or sleeves. While the prices aren't at catwalk designer level, they are far from high street.

The brand is the brainchild of Jade Holland Cooper, wife of Julian Dunkerton - founder of Superdry and owner of a number of hotels, restaurants and pubs around Gloucestershire.

And if you fancy getting your hands on Kate's new jumper, you're already too late! It was sold out within hours of the first photos of the Duchess being released. But if you're quick, you might just manage to snap up the design in grey...

Punchline said: "The Duchess of Cambridge wearing a Jade Holland Cooper design for the CBeebies Bedtime Story could be the brand's David Beckham wearing Superdry moment. Kate is singlehandedly helping to take Holland Coper to the next level."

VIDEO: Sales double for Cotswold designer Jade Holland Cooper