The royal wedding may have been over all too soon, but the 'Meghan effect' shows an endurance set to stand the test of time.
If we needed proof, fashion label Goat's website crashed mere minutes after the Duchess of Sussex was pictured wearing one of their dresses on her first post-wedding official royal engagement.
On Tuesday, Meghan Markle wore the Flavia Silk-Crepe Pencil Dress by Goat at a garden party at Buckingham Palace to celebrate her new father-in-law Charles, the Prince of Wales', 70th birthday. She accompanied the rose pink dress with a bespoke hat by Philip Treacy and an oyster-coloured clutch, believed to be by Wilbur and Gussie.
In a short space of time, Goat is already feeling keenly what it's like for a celebrated Royal to be seen in one's clothes. After Meghan wore the £590 piece from the collection, she's already propelled the brand to dizzying (and at the moment, crashing) heights. A representative for the British brand confirmed to ELLE UK that the website went down after Meghan was pictured in the dress.
'We are delighted Meghan chose to wear Goat and it was a pleasure the make a custom dress for her,' a spokesperson said.
Of course, this is not the first time a brand has seen such a frenzy after Markle wore one of their designs. On her first royal engagement in Nottingham a handbag she wore by Scottish label Strathberry sold out within 11 minutes. Similarly, denim brand Mother saw a 200% increase in traffic to their website the day after the former Suits actress wore their jeans to the Invictus Games last September.
On this occasion, the Duchess was accompanying her husband, the Duke of Sussex, who made a speech at the event where more than 6,000 people from Prince Charles' patronages were guests.
Don't worry though, fans of the brand can still take a look at key Goat pieces (including THAT dress) on Matches Fashion.
GOAT Flavia Dress - £590.00 - BUY NOW
Olivia Blair is Entertainment Editor (Luxury) at Hearst UK, working across ELLE, Esquire and Harper's Bazaar. Olivia covers all things entertainment and has interviewed the likes of Margot Robbie, Emma Stone, Michaela Coel and Ryan Gosling over the years.
