The Meghan effect is well underway as the brand behind her engagement dress knows only too well.
During her engagement interview, Prince Harry’s bride-to-be chose a bottle green dress by unknown Italian label P.A.R.O.S.H. The simple bow-adorned design retailed for £489 but still sold out in record timing.
Still Dreaming with you @meghanmarkle ! Thanks for choosing us for such an important day … we wish you all our bests !!! #royalengagement #meghanmarkle #wering @parosh_official #bowdress #fw1718collection #instorenow or #shopus shop.parosh.com (this dress is sold out but we are working hard to restock it asap)
A post shared by P.A.R.O.S.H. (@parosh_official) on Nov 28, 2017 at 12:38am PST
“It was totally insane, an amazing surprise,” founder Paolo Rossello told the Telegraph. “We were astonished to see Meghan with our bow detail dress. It was a dream.”
He added that “the dress was sold out in less than an hour in all shops and online.”
To thank the former actress, P.A.R.O.S.H is renaming the style ‘The Meghan’ and reissuing it “hopefully within a week.”
A similar thing happened when the Duchess of Cambridge chose Issa’s blue silk dress for her engagement interview with Prince William in 2010.
The dress sold out almost immediately with overall sales for the British brand doubling.
Issa founder Daniella Halayel, however, attributes Kate’s support as the downfall for her brand, saying she struggled to keep up with the constant demand for her dresses.
This could spell a problem for labels like P.A.R.O.S.H and Misha Nonoo whose white shirt Meghan wore during her first public appearance with Harry at September’s Invictus Games.
Perhaps, the American star will have a little more savvy in who she chooses to wear over the coming months.
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