The jury may be out on the actual provenance of the coral jeans Kate wore yesterday – the smart money’s on J Brand though Buck House is yet to officially confirm – but over at ASDA, its £14 G21 versions have been flying off the shelves. “Since Kate was seen wearing coral jeans yesterday, we’ve seen an 88% rise on George.com” says PR manager, Bee Hessell.
But it’s not the first time the store has felt the power of the Kate effect. When the Duchess wore a Burberry trench coat on Pancake Day last year, ASDA saw a £300% rise in sales of its budget variety over the course of a single day.
The Duchess has previous with J Brand and wore the Trilogy exclusive 811 style in navy during last year’s Canada trip. Needless to say, they sold out overnight.