Like Kate Middleton and Princess Charlotte before her, Meghan Markle is fast becoming an international business phenomenon. Fashion companies around the world are eager to get their hands on the hottest lottery ticket imaginable—a shot at appearing on any part of Markle’s body during one of her public strolls.
The Associated Press surveys the field, opening with a fun Christmas Day anecdote from designer Bojana Sentaler:
As Prince Harry’s future bride left a church service on the grounds of Queen Elizabeth II’s private country estate, Sentaler spotted a cuff detail on Markle’s camel alpaca coat that told her customers would be flocking to her website.
“I was looking for the ribbed sleeves, hoping it was a Sentaler coat,” said the designer, who met Markle when she was a mere TV star. “And as soon as I saw that, I was so happy and so excited and it was the best Christmas present I could ever wish for.”
Jackpot! The coat sold out, other designers got a boost, and Sentaler is now considering a London boutique. And she’s just the tip of the iceberg: “The glamorous bride-to-be alone is forecast to pump 150 million pounds ($210 million) into the British economy as consumers try to mimic her style,” according to the firm Brand Finance. And it’s a worldwide phenomenon, too:
The back story makes Markle of huge interest not just to Americans — who sometimes seem more fascinated by the royals than their own subjects — but also other royalty-loving countries like Japan, which marvels at the Windsors moving into the 21st century.
“The last time there was something like this was when Grace married Rainier, and he was just a petty potentate,” said David Haigh of Brand Finance.
Plus the ecosystem to promote Markle’s every tiny stylistic flourish has only grown richer in the time since Diana or even Kate’s arrival. There’s sites like What Kate Wore, but also Twitter and Instagram and ever-increasing ways to pore over outfits in high-definition.
Of course, sometime the harsh glare of the royal spotlight leads to bust, rather than boom. Issa, the company that made Kate Middleton’s blue engagement dress, struggled after the spike of demand and ultimately went out of business. Be warned!