There is no denying the influence of the women in the British royal family when it comes to fashion. Both the Duchess of Sussex and the Duchess of Cambridge are renowned for starting trends, influencing shopping and causing pieces to completely sell out. And now, global fashion search engine Lyst has quantified this influence and worked out which duchess has the bigger pulling power.
While both the Kate effect and the Meghan effect are still going strong, it appears that the Duchess of Sussex is the woman with more influence. According to Lyst, Meghan’s outfit choices trigger almost twice as much online demand as Kate’s do.
On average in 2019, Kate’s fashion choices have lead to an increase of 119 per cent of online interest in comparison to Meghan, who averages at about 216 per cent.
Lyst went on to say that Meghan tends to influence in terms of colour, while Kate boosts demand for specific designer names.
When Meghan and Harry introduced their newborn son, Archie Harrison, to the world last month, her ensemble – a white trend coat-inspired dress by Wales Bonner – caused interest in the label to increase by 28 per cent and searches for ‘white trench dresses’ to increase by 46 per cent in just 12 hours.
However, this was not her most influential moment of the year so far. The white-and-silver dress she wore to the 50th anniversary of Prince Charles’ Investiture caused a 500 per cent rise in searches for ‘brocade dresses’ in just one day.
Kate too has seen huge interest in what she is wearing this year. Her peak influence was the red Catherine Walker coat she wore to the Commonwealth Day celebrations, which saw searches for similar styles up 225 per cent.
Lyst went on to add that although both women are incredibly influential, the Meghan effect is slowing down, with her latest outfits having nowhere near the impact of when she first started dating Prince Harry. This, of course, makes sense as we have seen more of her – and also explains why Meghan’s fashion influence is so much higher than Kate’s, who has been a member of the royal family since 2011.
From Harper’s Bazaar UK