Kate Middleton has remained the biggest royal influencer throughout lockdown, after overtaking Meghan Markle earlier this year.
When the Duchess of Sussex, 38, first joined The Firm in 2017, the ‘Meghan Effect’ saw shoppers go wild for anything she wore – but her fashion influence dramatically declined since she has been spotted less following Megxit, according to data compiled by LovetheSales.com.
Along with the rest of the nation, the royals were forced to hunker down at home during the coronavirus crisis, meaning both Kate and Meghan had to adapt their wardrobe and create a new lockdown style.
With this in mind, the site once again analysed every outfit publicly worn by Kate and Meghan over the last three months to see which Duchess came out on top.
It was found once again that the Duchess of Cambridge’s outfits – totalling £6,305 – had been a much bigger hit with shoppers, increasing global fashion searches by 86 per cent, while Meghan’s £1,105 casual ensembles garnered just 35 per cent.
Kate Middleton has remained the biggest royal influencer throughout lockdown, after overtaking Meghan Markle earlier this year. Kate wears a £180 dress by Faithfull the Brand, teamed with new tan £135 Russell and Bromley wedges for her visit during a visit to The Nook in Framlingham Earl, Norfolk this weeek
The fashion influence of the Duchess of Sussex, pictured in her most popular outfit of lockdown, dramatically declined after Megxit. Pictured, Harry and Meghan delivering food in Los Angeles
The Duchess of Cambridge’s outfits were three times more likely to sell out than Meghan’s, with 14 out of 16 outfits selling out for Kate and just one of Meghan’s six looks going out of stock.
Kate versus Meghan’s lockdown look
Stylist Jessie Stein predicted that Meghan’s newfound distance from the Royal family, combined with her less glamorous apparel in lockdown, has meant less searches – while Kate’s ‘more premium’ look has been a hit with shoppers.
He said: ‘Both royals have been confined to Zoom calls and social distance charity outings during lockdown, however Kate has opted for more flowing dresses, pieces that wouldn’t be seen out of place at a formal event.’
Whilst many were repeats, Kate’s 16 outfits cost a total of £6,305 while Meghan’s six ensembles cost £1,105.
Kate is pictured in her most popular lockdown outfit, a £60 dress by quintessentially British brand Boden for a virtual call with a maternity ward in London
Stylist Jessie Stein predicted that Meghan’s new found distance from the Royal family combined with her less glamorous apparel in lockdown has meant less searches. She is pictured wearing a red v-neck Cashair knit by Joseph Garnet during a Zoom interview
On average, Kate’s looks cost more than double Meghan’s. To recreate one of Kate’s lockdown looks, shoppers would be forking out £420 and for Meghan’s, £184.
Jessie went on: ‘Meghan has clearly embraced lockdown life a little more with comfy fitted tees and joggers. I think Meghan’s new found distance from the Royal family combined with her less glamorous apparel in lockdown has contributed to a drop in fan’s searches for her clothing.
‘Kate has certainly shown a more premium look in lockdown, and is really leading from the front with her continued charity work online. The public has seen a different, more personal side of Kate during lockdown and she has embraced summery styles in her outfit choices.’
Kate’s top outfit
In early May, mother-of-three Kate made a virtual visit to the maternity unit in Kingston, donning a baby blue wrap dress from British brand Boden as she took part in the video call.
The dress caused huge buzz online with the £60 dress selling out on Boden within 24 hours and peaking in popularity just days after the Zoom call was released on the Royals’ official Instagram.
The Duchess opted for the pretty floral wrap dress for the virtual visit, which is described online as ‘boho luxe’ in style. The £60 dress quickly sold out on Boden
The royal previously wore the trendy wrap dress for the Cambridge’s 2019 family Christmas card
It’s not the first time that the royal has worn the pretty gown, having previously opted for the stunning dress in snaps shared in the Cambridges 2019 Christmas card.
Stylist Jessie said of the winning dress: ‘Affordable looks always work on the princess, they provide a more relateable feel to her style and allow shoppers around the world to replicate a royal’s wardrobe.
‘This cute summer dress from Boden is a bargain at £60, with the bow belt detailing and the floral patterns which are everywhere at the moment.’
Meghan’s top outfit
In April, Meghan and Harry hit the streets of LA as they continued their volunteering work for charity amid the coronavirus crisis.
The couple were seen linking arms and holding hands as they delivered packages to residents with Meghan dressed casually in khaki cargo pants by James Perse, a black long-sleeve top by Misha Nonoo and white trainers Stan smith trainers by Adidas.
In April, Meghan and Harry hit the streets of LA as they continued their volunteering work for charity amid the coronavirus crisis. The Duchess wore £199 James Perse jersey pants
Meghan was spotted wearing Stan smith trainers by Adidas, costing, £52.47 as she and Harry delivered food in Los Angeles
The green sweatpants had shoppers searching for ‘green joggers’ 88% more than the week before pictures were released, making this Meghan’s most wanted lockdown look.
Jessie Stein commented on Meghan’s best look: ‘Meghan totally embraced lockdown by slipping into more comfortable styles than she would normally be seen in.
‘The couple both looked like super dressed down normal members of the L.A public in this shot. I think that youthful, relatable style is a huge hit with Meghan fans, showing shoppers how to make loungewear fashionable.’
Kate and Meghan’s lockdown looks timeline
Duchess of Cambridge’s lockdown looks
April 9th – Kate donned mustard puff sleeve sweater top from Zara for £29.99 during a video to staff and children at Casterton Primary Academy.
April 23 – The Duchess put on a stylish display in a blue £129 Ghost floral dress while clapping for the NHS with her family outside Amner Hall, their Norfolk country home.
May 3rd – Kate supported a family friend by opting for a £275 chevron jumper by British designer Tabitha Ward as she chatted with midwives and new mothers in a virtual call.
May 3rd – Kate’s second outfit of the day was an £120 blue floral wrap midi dress by British brand Boden
May 7th – For an appearance on This Morning, the Duchess donned a yellow tree print silk dress by Raey for £495
May 8th – Kate re-wore the £250 ‘Cayla’ red dress by LK Bennett as she and the Duke of Cambridge listened to war veterans share VE Day stories from their care homes over Zoom
May 12th -In honour of International Nurses Day a video was released featuring the Royal Family and Kate wore the ‘Aimee’ style dress by brand Altuzarra
May 15th – Kate wore an £151 white scalloped top from Sandro as she and Prince William video-called volunteers from the mental health text service Shout.
May 18th – Kate wore the £550 ‘Calla Rose’ dress by Beulah London as she took part in a minute-long mental health message recorded at her Norfolk home of Anmer Hall.
May 21st – Kate recycled a £325 floral L.K. Bennett dress and £165 gold leaf Catherine Zoraida earrings as she joined Prince William in speaking to care workers across the UK
June 2nd – Kate recycled a £950 ‘Ryedale’ dress by Roksanda Ilincic for a Zoom call with Australia’s first responders
June 5th – Fans loved Kate’s £255 Broderie anglaise ‘Mabel’ shirt by MiH Jeans which she wore for a video thanking volunteers across the UK
June 11th – Kate recycled her beloved £685 blue Stella McCartney dress for the fifth time as she appeared in a Zoom call promoting her community photography contest
June 17th – Kate wore a high-street bargain dress with the £39.50 printed yoke midi waisted dress by Marks & Spencer in a video message speaking about the importance of mental health and kindness for Oak National Academy’s digital school assembly.
June 19th – Kate wore the Sormland padded vest by FJÄLLRÄVEN for £175 as she made her first face-to-face appearance visiting Fakenham Garden Centre
June 23rd – The Duchess re-wore the ‘Maja’ green dress by Diane Von Furstenberg, costing, £300, for her joint video call with the Duchess of Cornwall to mark Children’s Hospice Week
April 16 – Meghan’s first appearance came about as she delivered food parcels for Project Angel food in Los Angeles wearing a linen shirt by Frank & Eileen and a pair of £52.47 Stan Smith trainers by Adidas.
April 18 – On a Zoom call with her London based charity, Hubb Kitchen, Meghan wore a plain white tee from Misha Nonoo costing £66
April 19 – Meghan’s most desired look in lockdown was £200 green Jersey pants by James Perse, a Misha Nonoo black long sleeve tee and Stan Smith trainers by Adidas
April 29 – The Duchess donned a £235 v-neck knit Cashair knit by Joseph Garnet for a Zoom call giving interview tips
May 6 – As she celebrated Archie’s first Birthday, Meghan wore a loose fitting Chambray shirt by J.Crew costing £87.00
May 14 – In a video call with Prince Harry, Meghan wore a striped husband shirt by designer and personal friend, Misha Nonoo costing £330
June 4th – Meghan donned a simple white cardigan as she gave an emotional address about the devastating death of George Floyd