Expressen's Dina pengar had on Estelle's birthday an article about Estelle as a trendsetter and worth of gold for fashion brands.
During her five years, Estelle has made a clear imprint - both on the court and on the swedish fashion.
- Children in Sweden are much more well-dressed now than before Estelle, says children’s fashion expert Johanna Engberg.
Despite her young age, Estelle has attended several official events. And there are few five year olds who have such a large impact on the swedish fashion. Every time she is seen, her clothes and accessories raise great interest.
- Estelle creates trends where everything sells out. People want to buy everything she wears. People often don't want to say that they buy clothes just because Estelle has them, but the clothes she wears sell out, says Johanna Engberg.
Over the years, the princess has worn everything from sheepskin jackets to festive dresses. Something Johanna Engberg sees as one of her strengths.
- They have truly created a down-to-earth style to dress. Where she can be functional, and wear old stuff, but still have those really nice clothes. They let her be the amazing child she is - I think it's incredibly cool. No other royal house has chosen this style to dress, she says.
According to the court there is an idea behind this.
- The royal family tries as often as possible wear swedish clothes of sustainable materials and reuse their clothes. Princess Estelle also wears clothes that the Crown Princess wore as a child, court’s information officer Ulrika Näsholm writes at an e-mail.
- What Estelle is wearing, gets attention. Among those who follow the royal family, it gets more attention and probably increased sales. It is fortunate for a brand that Estelle wears it, there is a positive effect, says brand expert Anna-Karin Lingham.
But even if she sets trends with shoes, dresses and jackets, one thing is the undefeated trend winner: The bow.
- Everyone who comes into my store comments the bows. Everyone says "Oh, there is that Estelle-bow", says Johanna Engberg.
Engberg has seen during the five years a clear, consistent trend.
- It was not the classic festive fashion that mattered. Now it has really exploded: Children should be well dressed.
Estelle's main trends, chosen by Johanna Engberg
1. The bow
2. Livly-clothes, especially the shoes
3. Marie Chantal brand
4. The hair styles
5. The princess dresses
Trendsättaren Estelle – guld värd för varumärken _ Dina pengar
There's no getting around it: she will become an adolescent one day. 
