The Kate effect1
Anything the Duchess of Cambridge wears scores legions of copycat fans, and the two key pieces she wore to the Queen’s Diamond Jubilee celebrations are no exception. A copy of the nude lace Alexander McQueen dress she wore for the jubilee thanksgiving service, which is being sold for £25 by George at Asda, has been a huge hit with customers who can’t quite afford the designer version. And the earrings she teamed it with, which cost a mere £45, also sparked a shopping frenzy.
Kate looked stunning in the dress, with women of all ages admiring the classic cut of the outfit and the way it flattered her slim figure. So it comes as no surprise to those who have followed Kate’s chic style, that a high street version of the frock became a huge hit, selling out in a matter of hours. It’s an outfit we’re bound to see women wearing at summer weddings and events this year. On the day Kate stepped out in the demure lace piece, Asda saw sales of its own outfit soar by a massive 35% in store. And shoppers also rushed to bag themselves the outfit online, with the dress selling out completely in less than a day.
The Asda dress may be a little different to Kate’s version. Hers had sleeves and a satin belt, but it still proved close enough for shoppers keen to replicate the Duchess’s style. Asda’s brand manager Fiona Lambert said their customers are real royalists and George stores had been “flooded with copy-Kates” “We expect the Kate phenomenon to continue as she has now established herself as a British style icon. We know our customers can’t wait to see what she will be wearing next,” she added.
The store has also seen a rise in sales of its limited edition Fit for a Queen vintage inspired dress collection, which takes its from the young Queen’s style and the fit and flare trend of the 1950s. A key feature of the collection is its longer hemlines, which are also often seen on The Duchess of Cambridge who has become known for her understated elegance. Anyone who missed out on Asda’s version could try Top Shop, which has a Rare dress for £45, with a shorter hemline, or Vestry Online has a lace number which combines the neckline of Kate’s wedding dress with the classic styling of her jubilee outfit.
Kate paired her lace dress with the £185 nude Sledge Court shoes from LK Bennett which she’s been seen wearing on countless occasions. She surely must have bought a job lot – there’s no way they’d still be looking so clean and shiny if she only has one pair. And while anyone who saw her may have assumed the drop earrings she wore cost a small fortune, they were actually replica diamond and pearl costume jewellery, which featured a cubic zirconia stone, costing just £48 from Heavenly Necklaces, a company which prides itself on providing “fabulous fakes”.
It seems despite access to the Crown Jewels, the Duchess can’t resist a bargain, but Belinda Hadden who designed the earrings said she was astonished to learn Kate had worn her creations on the balcony of Buckingham Palace. Belinda said: “I was at a wedding, so I had no idea Kate had worn my earrings until another client sent me an email, asking: “Are they the same as mine?” It wasn’t long, however, before the Kate effect begain and Belinda sold 60 within 24 hours, the amount she would usually sell in a year.
So anyone who wants their very own piece of Kate’s style had better get in there quick next time they spot her wearing something they like.
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