Kate Middleton news: The Duchess’ most popular lockdown looks as shoppers copy her style
The Duchess of Cambridge, 38, has become a style icon since joining the Royal Family. While Kate’s wedding dress when she married Prince William may have been from top designer Alexander McQueen, the royal is well known for mixing high-end fashion with high street favourites. However, as the couple stay at home in Norfolk and appear only on video calls instead of in public for formal events, Kate’s lockdown looks have revealed an even more relaxed side to her style.
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Kate has been seen in multiple videos since the start of the lockdown, sometimes appearing by herself to discuss her charity work, or occasionally sitting alongside her husband the Duke of Cambridge for a video call.
The videos have all been released on the royals’ Instagram page or the official YouTube channel, giving fans a chance to see the popular couple as they stay at their home in Anmer Hall.
Though Kate always looks immaculate, experts have been praising her more relaxed style as she wears her hair in loose, voluminous waves, together with her signature smokey eye and strong brows.
The Duchess’ laid-back looks have not gone unnoticed, with shoppers flocking to buy her outfits – even though shops remain closed around the country.
Clothing shops have not been allowed to open during lockdown, though this will change from next week as the government reaches the next phase of easing the restrictions.
However, that hasn’t put a stop to royal fans hoping to copy Kate’s impeccable fashion sense, with all of her outfits selling out online almost immediately.
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But though the exact item that Kate’s been spotted in may go out of stock within hours, eagle-eyed shoppers aren’t stopping there, as they continue to look for similar items online.
Global marketplace LoveTheSales.com has been tracking the purchases and searches each time Kate makes a new appearance.
The company works with more than 1,000 retailers around the UK, and has seen a marked difference in the popularity of Kate’s lockdown looks compared to her formal wear from before the pandemic.
Stuart McClure, co-founder of LovetheSales.com commented: “UK shoppers have been unable to hit the stores for months now, and more women than ever are turning to Kate for fashion inspiration. Kate’s popularity and global appeal is so significant, there isn’t another public figure out there that can match her influence in the virtual space. We expect Kate to continue her charity work online and lucky brands will be watching in anticipation of the duchess wearing their clothes.”
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The company has revealed how Kate’s lockdown outfits rank in terms of popularity, revealing the most wanted looks from her recent video calls.
“On average, Kate’s lockdown outfits will attract 58 percent more online searches than one of her normal stately looks,” added Stuart.
So which of Kate’s lockdown outfits gained the most interest?
On May 3, a new video was released of Kate taking part in calls with midwives on a maternity ward.
The Duchess was spotted in two different outfits for the calls, which were recorded on different days, but one outfit really caught fans attention.
Though her chevron jumper by Tabitha Webb was popular (it’s now out of stock, with demands for chevron jumpers up 119 percent in the following week), it was her midi dress that really flew off the shelves.
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The Aurora Midi Wrap Dress in heron blue by Boden was the Duchess’ most popular lockdown look of all.
The dress sold out within 24 hours after the call was published online, with sales of the Boden dress shooting up by 198 percent before selling out completely.
Dresses are clearly a favourite of Kate’s fashion fans, with the second most-purchased outfit being another midi that the royal wore for a live call just a few days later with This Morning, to discuss her Hold Still photography project.
The mother-of-three wore a silk dress by Matches’ Raey brand, named the Bracelet-Sleeve Acid Tree-Print Silk Dress. Sales for the yellow number shot up by 193 percent in a week, causing it to sell out.
Struggling shops will no doubt be delighted with the uptake in sales as the Duchess’ loyal followers copy her looks – with LK Bennett profiting the most in May thanks to two special appearances.
Kate took part in a VE Day call with veterans from the Royal British Legion’s Mais House Care Home on May 8, recycling the red Cayla Dress from the brand which she’s previously worn for Wimbledon in 2015.
Sales for the dress rose by 133 percent in 24 hours until it went out of stock – but two weeks later Kate caused another surge for the designer.
Talking to care workers alongside Prince William in a video call on May 21, Kate wore LK Bennett’s Madison dress in pink, in another thrifty recycled look.
Kate had previously worn the floaty dress when she took Prince George, Princess Charlotte, and Prince Louis to a polo match in July 2019.
Love The Sales commented: “In the past fortnight, searches for LK Bennett dresses have increased by 81 percent,” noting that the dress had already sold out online.
But while Kate’s dress choices are the ultimate must-have for her royal fans, her tops have also been popular in recent weeks.
Just last week Kate appeared in a broderie anglaise shirt for a call with UK volunteers, sparking searches over the weekend for “broderie shirts” to rise by 78 percent week on week.
Less popular though was the scalloped white cardigan that the Duchess wore back in May for a call with Shout volunteers; the Sandro cardigan sold out in all colours and sizes online, but searches for “scalloped neckline clothing” only increased by 29 percent following the release of the video.
The data reveals that Kate is having even more influence on shoppers during lockdown, though it could also be inflated by the fact that fans have no choice but to buy the outfits online rather than heading out to the high street.
To compare the searches with her pre-lockdown looks, searches for Kate’s Zara knitted dress in February increased by only 49 percent before it sold out according to Love The Sales’ data.
However, the royal also caused a shopping frenzy for a Beulah dress in January, with demand up 84 percent compared to the month before – a trend that presenter Holly Willoughby has recently continued as she caused a dress from the ethical brand to sell out within hours of posting it online.
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