Meghan Markle may have stepped back from her acting career, but her fashion game has only grown elevated in recent years. Whether it is a head-turning gown at the Mountbatten Festival of Music or a more relaxed courtside look at the NBA All-Star Game earlier this year, she always manages to make a statement. And her recent trip to Australia alongside her husband, Prince Harry, is yet another shining example. 

The outfits and jewellery she wore during the visit have garnered massive attention, translating into millions in value for fashion and jewellery brands.

The Duke and Duchess of Sussex’s four-day trip to Australia, from April 14 to April 17, received extensive coverage across Australian media. During this time, the tour generated $51.6 million in Media Impact Value, as reported by Launchmetrics to WWD. Australian fashion and jewelry brands that were flaunted by Markle were the major beneficiaries of this impact.

One of the reasons for the impact was also because Markle made her tour outfits directly shoppable through the AI platform One-Off, where she is also an investor. Her outfits drove massive demand, with over 1 million views in three days since she launched her page as OneOff cofounder and chief executive officer Emir Talu told WWD. She wore nearly 16 local brands, including Karen Gee, Scanlan Theodore, St. Agni, Camilla and Marc, Matteau, P Johnson, Beare Park, Paspaley, Friends With Frank, and Rolla’s Jeans throughout the trip.

On April 14, the Duchess wore a brown suede Utility Cocoon bomber and matching pencil skirt by St. Agni for her visit to the Australian National Veterans Arts Museum. The look quickly made waves, bringing in about $998,000 in media impact value for the brand within just 48 hours. So, quietly, the Duchess of Sussex has made a massive impact during her tour. 

Scanlan Theodore saw a huge boost, with sales of three featured items jumping 250% in just a week after Markle wore them during the tour. Her outfit at the Coogee Beach retreat alone generated about $247,000 in media impact value within 48 hours. Now, Markle’s choice of local brands was not surprising, as her fashion has always been based on personal storytelling, and that is also quite clear in her lifestyle brand, As Ever.

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She recently launched a new candle collection for the brand ahead of Mother’s Day, this time taking on a more personal and intimate touch. 

Meghan Markle continues to expand her lifestyle brand, As Ever, moving from honey into candles. And along with the expansion, Markle has also made sure to involve her family as the brand’s latest Mother’s Day collection gives a nod to her kids. The Signature Candle No. 506 honours Prince Archie’s birthday, which is on May 5.

It features warm notes of ginger, neroli, and cashmere. On the other hand, Signature Candle No. 604 honours Princess Lilibet’s birthday, which is on June 4. This one leans more into a softer floral scent. So, her attempt to shine the spotlight on the Australian brand hardly comes as a surprise. As for the massive Media Impact Value, that shows her impact on the fashion scene.

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