Whatever Megan Markle, the Duchess of Sussex, is photographed wearing, more people want to buy it than clothes worn by anyone else.
This is the claim from website Lyst, which analysed the spending data of 104 million online shoppers.
Meghan Markle, the Los Angeles-born actor who married Prince Harry on 19 May 2018, was named the “most powerful” dresser for 2019, knocking businesswoman, model and social media heavyweight Kylie Jenner down to seventh.
Meghan Markle’s outfits inspired a 216% increase in searches for similar garments. Belted shirt dresses were trending by 45% because 38-year-old Markle wore five such outfits during her Royal Tour of South Africa in October.
The breezy blue and white patterned Club Monaco silk dress that the Duchess wore to meet Archbishop Desmond Tutu sold out in less than 24 hours following a 570% jump in searches.
A modest J.Crew skirt she wore sparked a 102% increase in searches for the brand.
The secret to the powerful message that the Duchess of Sussex has lies in the effortlessly casual-yet-professional look she maintains with clothes that can be bought and worn by lots of women.
Meghan Markle, who was ranked third most powerfully dressed by Lyst last year, has captured the hearts and admiration of shoppers whose other interests such as sustainability and diversity dovetail with their fashion interests.
Lyst also reported that searches including sustainability related keywords increased 75% year on year, with an average of 27,000 searches for sustainable fashion every month. Searches for specific sustainable materials rose with 102% for econyl, 52% for organic cotton, 130% for repreve and 42% for tencel. Sustainable denim and sneakers were the most wanted product categories.
“A number of brands launched meaningful sustainability initiatives this year, from paying closer attention to the materials used in their collections, to launching donation programmes and investing in re-commerce,” said Year in Fashion.
Second on the most powerful dressers list was US actor Timothée Chalamet.
Timothée Chalamet’s embellished Louis Vuitton bib was this year’s breakout look at the Golden Globes. The sequin hoodie he wore to the UK premiere of The King sparked a 192% rise in searches for men’s hoodies, and searches for Haider Ackermann spiked 806% the week he wore one of the brand’s suits.
Zendaya was the third most powerful dresser.
“Putting the Z in Gen Z dressing, Zendaya’s Instagram sparked millions of searches. When she stepped out on the Met Gala red carpet dressed in a light-up Cinderella gown by Tommy Hilfiger — complete with a carriage-shaped bag and glass slippers — her look caused a 54% rise in searches for the brand. The Vera Wang gown she wore to the Emmy Awards in September created a 33% spike in searches for the brand.”