It was Jane Shepherdson, CEO of Whistles, who first dispelled the 'Kate Effect'. The Duchess of Cambridge wore a cream Whistles blouse for her official engagement portrait and although it raised the profile of the Brit brand, the impact on sales wasn't quite as colossal as you'd expect. Yes, 'copy Kates' went wild for the look, but the garment was more than two years old so no longer available to actually buy. 'It raises profile, it’s great, we get known in countries we’re not known in. But it’s not going to turn us into a success overnight because she wears it,' Jane said.
Now Roland Mouret, the designer who dressed the Duchess for a dinner at Claridge's last year, has revealed that his business didn't benefit from a shopping frenzy either. 'The kind of people who like Kate’s style are not the kind to rush out and copy her dress,' the Frenchman says. 'You don’t see hundreds of women running around looking like her. To be honest, we’re more likely to get orders on a dress that Kim Kardashian’s worn.' Ouch.
The fact K-Middy is careful to avoid causing a stir with her sartorial choices is partly to blame. 'She’s highly attuned to those details that will provoke a tabloid frenzy and above all, she does not want a tabloid frenzy,' Monsieur Mouret reveals. 'She doesn’t seem to feel the need to dress sexily to woo the world. She’s dressing for William and herself.' Well, that explains the non-stop recycling and all those coat dresses.
In fact, the Duchess is SO aware of minimising attention and not becoming the main attraction that she specifically requested that her cream Mouret gown was cut slightly looser than the sample. 'She doesn’t want a bottom situation like Pippa had,' Roland explains. It's nothing to be ashamed of, dear!