The first lady effect on fashion: how their choices of outfit can transform a label’s fortunes
The West’s fascination with what royalty and leaders’ wives wear is well known, but how about Asia? Peng Liyuan of China has a strong influence on Chinese fashion choices, but the effect is less noticeable elsewhere
In today’s digital age, whether at a diplomatic gathering or a royal wedding, luxury brands get lashings of free publicity.
US first lady Melania Trump loves European luxury; French first lady Brigitte Macron sports patriotic red, white and blue outfits on an overseas visit; the Duchess of Cambridge exudes elegance, Michelle Obama cool glamour, and Jordan’s Queen Rania impeccable style. Endless articles dissect a single white dress worn at a British royal wedding.
Then there is the intense focus on everything Meghan Markle wears. The new Duchess of Sussex’s streak of wearing Givenchy has given the French luxury brand priceless exposure. Designers gush over her fashion choices.
Givenchy creative director Clare Waight Keller said that “as a British designer at a Parisian haute couture house … I’m extremely proud of what we have accomplished and grateful … to be part of this historical chapter”.
“One of the most humbling moments of my career” was how Stella McCartney described Markle’s choice of one of her halter dresses for her wedding reception. When McCartney put a similar dress on sale, it immediately sold out.
