A $199 lilac midi-dress has sold out hours after it was worn by the Duchess of Cambridge, cementing her status as the world’s most influential royal style icon after overtaking Meghan Markle earlier this year.
Kate, 38, donned the floral printed ‘Marie-Louise’ from Bali headquartered Faithfull The Brand for a visit to East Anglia’s Children’s Hospice, 30 minutes’ drive from her Norfolk home of Anmer Hall on June 25.
The womenswear label was founded by Australian Sarah-Jane Abrahams and Norwegian Helle Them-Enger in 2012 after they met while travelling Indonesia and bonded over their love of clothing and coffee.
Creative director Ms Them-Enger and CEO Ms Abrahams told Vogue Australia the dress sold out ‘almost immediately’ after Kate was photographed in it.
The duo said they had no idea Britain’s future queen owned one of their pieces until they were tagged in photos of the hospice visit on Instagram.
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Kate arrives at East Anglia’s Children’s Hospice in the $199 Marie Louise midi-dress from Faithfull the Brand, a Bali headquartered label founded by Australian Sarah-Jane Abrahams and Norwegian Helle Them-Enger
The Duchess, 38, poses for a photo outside the hospice on June 25, wring a new pair of $242 Russell and Bromley espadrilles
Kate’s ‘isolation’ outfits – worth a total of $11,313 AUD – have been huge hits with shoppers, increasing global online fashion searches by a whopping 86 percent since the UK lockdown began on March 23.
The Duchess of Cambridge’s ensembles were three times more likely to sell out than Meghan Markle’s, with 14 out of 16 of Kate’s looks selling out against just one of Meghan’s six.
Ms Them-Enger and Ms Abrahams said they were both incredibly ‘flattered and thrilled’ by the royal’s public endorsement.
‘Our Instagram is inundated with tagged imagery of the duchess wearing our dress and we have received so many [direct message] and email inquiries of how customers can now gt a hold of this piece,’ they said in an email to Vogue.
‘There is still uncertainty of how the Duchess got a hold of our dress and it completely took us by surprise; we are beyond happy she is a fan and wears Faithfull so well.’
Faithfull co-founders Helle Them-Enger (left) and Sarah-Jane Abrahams (right) with blogger Olivia Lopez at a swimwear show in Miami, Florida on July 18, 2015
The Marie-Louise (left and right) is available in sizes XS through XXL and will be back in stock for Australian and New Zealand customers in late September
Demand has proved so great that Faithfull is now working to release new stock of the Marie-Louise in the next five days – but sadly the replenishment won’t be available to customers in Australia or New Zealand due to COVID-19 shipping restrictions.
However a ‘global re-cut’ which will be available for delivery to both countries is scheduled for late September, the designers confirmed.
The dress is available in sizes XS through XXL as part of the label’s commitment to body inclusivity.
The mother-of-three arrives at the Norfolk hospice without a handbag, ready to plant herbs and flowers with terminally ill children
Kate wears a red floral dress from one of her favourite labels Beulah London for a broadcast about mental health from her home of Anmer Hall, Norfolk in May
Although it’s unclear where Kate first spotted Faithfull, her interest in the brand is likely to have been piqued by its ‘thoughtful’ manufacturing process in which every garment is made by hand.
The mother-of-three, who shares Prince George, six, Princess Charlotte, five and two-year-old Prince Louise with husband Prince William, is known for her penchant for ethical and sustainable fashion.
Kate often wears dresses from Beulah, a London label that donates a portion of profits to victims of India’s sex trafficking trade.