When President Obama and the first lady Michelle touched down in the UK last week, while the leaders of the world were honing the details for their trillion dollar G20 deal the only other question the media was asking was what will Michelle Obama be wearing? The answer: J. Crew.

The New York Daily News is reporting that a shopping frenzy jumped off last week after the First Lady wore the brand’s cream-colored “crystal constellation” cardigan.The cardigan now has a 200+ waiting list as photos surfaced of Mrs. Obama sporting the $298 ensemble Wednesday during a visit to Maggie’s Cancer Caring Centre, the outfit was sold out by 10 a.m. that morning, and her $258 dazzling dots skirt was virtually gone as well.

Clicks for the outfit at JCrew.com increased traffic to those product pages by 3,000%. New York J.Crew stores, like the Rockefeller Center outpost, sold out of the items and had to start taking back orders.

The company’s stock price is up nearly 64% in the past four months, the paper reported. When Mrs. Obama appeared on The Tonight Show with Jay Leno in October wearing $340 worth of J.Crew pieces, the store’s site had a 64% traffic increase for the day. The individual items – a yellow dotted pencil skirt and a yellow cardigan – saw a 464% increase in hits from the day before.

The question is what will rocket from the Obama effect next?