Royal flush – Fashion label Sentaler basks in ‘Meghan impact’

LONDON (Reuters) – Canadian luxurious outerwear model Sentaler made its first foray into London Fashion Week on Friday, with a personal showcase that aimed to capitalise on its current affiliation with Meghan Markle, the actress fiancée of Britain’s Prince Harry.

For vogue manufacturers, having attire seen on a member of Britain’s royal household can result in a spike in gross sales.

Sentaler was given such a lift from Markle, an actress who starred within the TV programme “Suits,” in December 2017 when she was pictured carrying one of many label’s coats to a Christmas church service attended by the royal household in Norfolk, England.

Some British media shops dubbed the surge in curiosity “The Meghan Effect.”

“The Meghan Markle effect is definitely real,” Bojana Sentaler, the label’s founder and artistic director, instructed Reuters on the label’s showcase at London Fashion Week.

FILE PHOTO: Britain’s Prince Harry and his fiancee Meghan Markle go away St Mary Magdalene’s church after the Royal Family’s Christmas Day service on the Sandringham property in japanese England, Britain, December 25, 2017. REUTERS/Hannah McKay/File Photo

“Since she wore the wide collar wrap in camel colour on Christmas Day, the coat sold out instantly and we had an enormous demand for Sentaler that day, as well as for many days after that. We were shipping coats all over the world.”

Sentaler stated that the rise in demand the model had seen in current months prompted them to come to London Fashion Week this 12 months, the place they held a personal showcase event.

Informal endorsements of merchandise by members of the British royal household are value some 200 million kilos ($280 million) to British corporations alone, in keeping with a 2017 report from consultancy agency Brand Finance.

Toronto-based Sentaler was based in 2009 and has as much as 10 workers in keeping with its LinkedIn web page. It has a showroom within the Canadian metropolis, and is offered on-line and in department shops.

Sentaler stated that, for a lot of shoppers, the royals supplied a level of affirmation that was useful to manufacturers.

“They’re a stamp of approval for a lot of women. If the royals wear it, it must be good.”

Reporting by Helena Williams; Writing by Mark Hanrahan; Editing by Hugh Lawson

Our Standards:The Thomson Reuters Trust Principles.

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