How mysterious ‘Meghan Markle effect’ has transformed Australian business – ‘Huge impact’


THE Duchess of Sussex has been credited with boosting an Australian fashion business after tinting it with the “Meghan Markle Effect”.

Attention has been drawn to the boost Meghan Markle has given to a local fashion designer during her royal tour to Australia in 2018. During their visit, Meghan wore several outfits by local designers, including an elegant navy folded sail dress by Dion Lee.

The designer later revealed how he and his team had collaborated with Meghan’s team in order to design and create the perfect outfits.

Mr Lee also revealed that he and his team only found out that she wore his creations after watching the news.

A year later, the designer spoke fondly of how Meghan has boosted his business and fashion outlet, calling the outcome the ‘Meghan Markle Effect’.

He told Studio 10 that Meghan’s wearing his designs “was a great way to introduce the brand around the world”.

While visiting Melbourne Government House with Prince Harry, Meghan wore Mr Lee’s Sali Dress worth $1,290 (£691).

The “Meghan Markle Effect” he said, also caused his website to crash as soon as his dress was spotted by fashionistas.

He explained: “It definitely has a huge reach and an international impact.

“The Australian customer who knows about the brand was dying to get hold of the dress, but it was a great way to introduce the brand to many people around the world as well.”

The dress has proved so popular that it is still part of Mr Lee’s collection, despite it being over a year old – almost archaic in the fashion world.

Meghan singlehandedly catapulted Mr Lee’s fashion brand onto the global market.

Intentional or not, the Duchess has brought an otherwise overlooked fashion designer fame and fortune.

Last year, Mr Lee spoke to the Daily Mail’s FEMAIL about the impact of Meghan’s actions on his label.

He said: “It’s a whole other level.

“I can’t say our website has ever crashed as a result of anyone wearing our clothes.

“The dress was custom made for Meghan Markle and will now go into production in the Resort 2019 collection.”

A spokesperson added: “Following Meghan wearing the Dion Lee dress, they had over 600 enquiries for pre-order and their following on Instagram jumped by 5,000.”

On the first day of the Australia tour, Meghan beamed as she arrived at Sydney airport.

The couple toured Australia, Fiji, the kingdom of Tonga and New Zealand for two weeks.

Shortly after arriving, Duke and Duchess announced that they were expecting their first child in the following spring – the now adorable Archie.

The trip came shortly after the pair attended Harry’s cousins wedding, Princess Eugenie.

The princess, 28, married her long-term boyfriend Jack Brooksbank in a lavish ceremony at Windsor Castle, where Harry and Meghan famously married in May.

Carrying a purple folder in her arms, the Duchess smiled for the cameras as she made her way to a waiting car outside the airport.

The royal couple stayed at Admiralty House in Sydney during the tour in Sydney.

The Victorian Regency property is the official residence of the Governor-General of Australia and boasts stunning views of Sydney Harbour and the iconic Opera House.


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