The duchess formerly known as Markle can change a fashion company’s fortunes if she wears one of their pieces
December’s annual Fashion Awards may have been attended by some of the industry’s most influential figures, such as Kate Moss, Edward Enninful, Kendall Jenner and the Beckhams, but it was Meghan, Duchess of Sussex who stole the show. Arriving as a surprise on stage to present the creator of her wedding dress, Clare Waight Keller, the award for best womenswear designer, it was an appropriate end-of-year headline given that 2018 witnessed the “Meghan effect” take hold.
The fashion industry is familiar with an “effect”. The Kardashians, the Beckhams and Meghan’s in-law, the Duchess of Cambridge, have had it appended to their names as a testament to the power they yield to put a trend or fashion label on the map. But while Meghan has on occasion shown the same penchant for high-fashion brands such as Alexander McQueen, Gucci and Prada, with her newfound influence the duchess has made supporting little-known, ethical and independent fashion labels her calling card, which have in turn been able to capitalise on the publicity.
Continue reading...from The Guardian http://bit.ly/2AnwH3z
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