Brace for the ‘Meghan effect’
Meghan Markle’s move away from royalty could benefit the fashion world’s smaller players, writes
On the legal drama Suits, Meghan Markle, as she was then known, played paralegalturned-lawyer Rachel Zane, who lived in the shadow of her famous litigator father. But despite her family’s wealth, she opted to earn her own money and, if you will, carve her own path. Sound familiar?
As royal commentators and indeed the whole world come to terms with the news that Meghan, now Duchess of Sussex, and her husband, Prince Harry, will step down as senior royals and away from official duties, it’s almost uncanny how the drama playing out echoes plot points from the television show.
Still, the biggest question is: What next for the couple, who intend to pursue a somewhat financially independent life, split between Britain and North America?
To understand what the future might hold for Meghan and Harry, it’s worth taking a look at their influence to date, specifically the role Meghan, 38, has played in the three years since she went from famous-ish (that is, not heavily stalked by the paparazzi or appearing on any magazine covers) to being a finalist in Time magazine’s Person of the Year for 2018, the same year the couple married.
How one even measures influence is in itself a curly issue. Is it the impact a person has on the economy (the so-called ‘‘Meghan effect’’)?
Is it the value of their social media posts, measured in likes and engagement?
Is it the number of positive news stories about the person, or the awareness they bring to causes that previously didn’t enjoy the spotlight?
Or is it who they surround themselves with (hello, George and Amal Clooney)? The truth is, it is all these and more, and also none of these.
Sue Currie, a Gold Coast-based personal branding consultant and coach, says there has been a distinct ‘‘arc’’ of Meghan’s image since she and Harry went public with their relationship. ‘‘[Meghan’s] brand has been moulded somewhat to fit the royal image with styling and protocol, but that can only go so far,’’ says Currie.
‘‘It’s evident that her ‘brand personality’ doesn’t fully conform and the ongoing media scrutiny has highlighted the difference between ‘The Firm’ and her as a person.’’
Right from Meghan and Harry’s relationship ‘‘reveal’’ in November 2016, accompanied by an unprecedented statement from the Prince condemning the ‘‘wave of abuse and harassment’’ – including racist remarks – against Meghan, it was clear their union would rewrite the rule book governing royal relationships, and life generally.
Starting with their wedding, which took place at Windsor (not Westminster Abbey like Prince William and Catherine, Duchess of Cambridge’s 2011 nuptials), the couple moved to their own beat.
Among the breaks with convention were the African-American aspects in the ceremony (in line with Meghan’s biracial heritage), the smaller guest list, and the bride leading the speeches.
These so-called ‘‘protocol breaches’’ continued through the couple’s 2018 royal tour of Australia and New Zealand where Meghan hugged wellwishers, and the pair often put on public displays of affection, to the delight of crowds everywhere.
Fast-forward to International Women’s Day last March and Meghan once again appeared to challenge royal rules discouraging political discourse by addressing gender inequality on a panel at King’s College London. ‘‘If things are wrong, and there is a lack of justice and inequality, then someone needs to say something. And why not me?’’ said the duchess, a long-time campaigner in the area of equality for women and girls.
So, in this sense, Meghan has certainly used her platform positively, and, some would argue, has been more vocal on causes close to her heart than other royals.
Last year, Meghan further differentiated herself from her popular sister-in-law by declining to appear on the cover of British Vogue (which Kate did in 2016) and instead guest-editing the edition, which featured 15 diverse ‘‘forces of change’’ selected by the duchess, who before entering royal life ran a lifestyle blog called The Tig.
Supporters said the move was the only way the beleaguered duchess could avoid accusations of ‘‘look at me’’; critics still called it a swipe at Kate.
Says Currie: ‘‘Publicly she [Meghan] has stayed true to her core of humanitarian and charity support . . . Most of the negative reputational influence comes from Britain, so that probably won’t change, but more exposure in the US and the Commonwealth may be positive.’’
And yet, for all her championing of noble causes, it’s possible Meghan’s influence has been most tangibly felt in fashion, something Christine Ross, co-founder of fashion fan site Meghan’s Mirror, thinks will continue, despite her move away from royal duties.
‘‘She is still the same effortlessly chic, inspirational modern woman that she has always been,’’ says Ross, who is based in Washington, DC. ‘‘We hope to see a resurgence of casual looks for Meghan. With her new role, she may be able to return to a more normal lifestyle doing the things she once loved.’’
Ross believes the change could spell good news for mainstream and sustainable brands as well as consumers if she gravitates towards styles that are more ‘‘down-to-earth and attainable’’ than some of the luxury labels royal formalities often dictated.
(Last year, Meghan also partnered with retailer John Lewis on a collection of workwear basics to aid underprivileged women re-entering the workforce. At the time, the duchess signalled that the project was the kind of initiative the Sussex Foundation would pursue.)
Harriet Vocking from sustainability consultancy EcoAge recently told Elle magazine that Meghan’s support of sustainable brands had ‘‘[realigned] people’s vision of sustainable fashion. Previously, the term ‘sustainable fashion’ didn’t come with the best reputation.
‘‘Now, when you see Meghan wearing something like [French brand] Veja trainers, which are made with wild rubber from the Amazon [rainforest], you suddenly realise they’re not only as equally cool as a pair of Gucci shoes, but have an amazing story.’’
James Bartle, co-founder of Australian ethical label Outland Denim, says Meghan made an irreversible impact on the business when she wore its jeans on the 2018 tour. ‘‘She made our brand known to the world and opened doors we wouldn’t have been able to in such a short space of time.’’
Bartle says despite the negative headlines surrounding Meghan’s role in this royal rupture, her positive and ‘‘genuine’’ influence on ethical fashion deserves credit. ‘‘She will give exposure to a brand that is trying to create a better world. When you have someone who can wear your product and your whole mission is profoundly impacted in the way ours was, you know this person has a hell of a lot of power.’’
London-based global fashion search platform Lyst suggests the duchess is more influential than Catherine, based on search traffic linked to their outfits. Last year, the company named Meghan its ‘‘most powerful dresser’’, based on a 216 per cent surge in demand for similar pieces to her outfits (Catherine is credited with a 119 per cent spike).
Lyst insights reporter Morgane Le Caer says that by ‘‘doing things her own way’’ Meghan has ‘‘shone a light on up-and-coming designers, put sustainable fashion on the map, and used her love for fashion as a way to highlight causes that are close to her heart.
‘‘Interest is likely to spike over the next couple of months as the world closely follows the couple’s next steps, in the UK and in North America.’’
Bartle said that given the ‘‘surprise’’ nature of Meghan wearing Outland jeans – since protocol requires the royal family to buy their own clothes – the company was under-prepared for the resulting onslaught, which, in Bartle’s words, sent sales ‘‘off the screen’’. He advises: ‘‘Any brands she wears needs to be ready for that.’’
And while other celebrities, such as actors Leonardo DiCaprio and Isabelle Lucas, have boosted sales for Outland, Bartle says they ‘‘weren’t anything like Meghan. If it was a strategy we’d put in place, it would be amazing. But it wasn’t – it just happened.’’
– Sydney Morning Herald