Meghan Markle could also be stepping back from her duties as a senior royal at the top of the month, but there is no sign that her sway over fashion trends will lessen. the facility the Duchess has got to boost a brand’s sales by wearing their clothing or accessories in public—a phenomenon dubbed the “Meghan Effect”—is staggering.
Ever since the Duchess wore the surprisingly affordable pair last year, they’ve been consistently selling out.
Such is that the case with a budget-friendly pair of sunglasses, which Meghan stepped call at just over a year ago. Le Specs’s Air Heart glasses, available for just $69 a pop, sold out almost instantly after Meghan was seen wearing them on her solo visit to ny . It took many long months for them to become available—and even once they were back available earlier this year, it only took a couple of days for fans to snap all of them up again.
Finally, the Air Heart sunglasses are back again. They’re currently available at both Amazon and Nordstrom; time will tell how long they’ll last.
Other brands to reap the benefits of the Meghan Effect include Outland, an ethical denim label, and DeMellier, a socially conscious handbag brand. DeMellier founder Mireia Llusia-Lindh told Town & Country back in 2018 that it was wild having the Duchess step out carrying one of her purses. “Madness. Happy madness,” Llusia-Lindh said. “The phone didn’t stop ringing.”
Outland, too, saw quite a reaction. The week after Meghan was seen wearing the brand’s Harriet jeans, founder James Bartle told Town & Country last summer, Outland saw 3000% increase in web traffic, and a 640% jump in sales. The exact style the Duchess wore was backordered twice in the US.