The Meghan Effect – Meghan Markle, formally known as the Duchess of Sussex was the 3rd most influential person in global fashion making her the ‘Duchess of Influence’ in 2018. However, this year, Lyst the global fashion search engine branded the Duchess of Sussex as the ‘ultra-influencer’ of 2019.

Lyst is an objective source that uses core facts and data to make their rankings, not subjective surveys. After monitoring the spikes in demand and social media mentions generated by 50 global superstars during 2019, Lyst has crowned our Duchess as the winner. 

Meghan Duchess of Sussex outfits fueled :

• An average 216% increase in searches for pieces similar to those she wore.
• When the duchess wore multiple shirt dresses during her recent tour of South Africa, searches for the category rose 45% month-over-month
• Lyst, with searches for her Club Monaco dress in particular spiking by a whopping 570%.

Impact of Duchess Meghan’s Purpose and Profit Model
Case Study – Outland Denim:
Duchess Meghan is the queen of ethical and sustainable fashion brands. Brought to global prominence by Duchess Meghan in 2018, the Australian brand Outland Denim is expanding to the North American market.

• The brand helps to reduce the fashion industry’s carbon footprint
• Uses the finest raw materials, (i.e. cotton)
• Researches in-house and employs water and energy reducing technology
• Ensures ‘women empowerment’ through training, employment and career progression for vulnerable women
• Products and materials are all ethically sourced, they practice the ‘Zero exploitation’ ethos
  

Meghan Duchess of Sussex is a force for change. Changing the fashion industry by promoting sustainable brands.

Purpose and profit sustainable model:

Our business model is about finding vulnerable people and being able to equip them with what they need for them to make the change themselves. The more people we reach and the more jeans sold, the more good we can do in this world.

James Bartle Outland Denim Founder

Job creator and change agent:

The company employ women who are most at-risk of being trafficked. I wanted to go in there guns blazing, get these kids out and be the hero,” “But if we want to solve the problem, we’ve got to go deeper because it’s an economic problem.”

Impact

Branching in the US has been a dream since Outland Denim’s inception, Our brand and our purpose have always been met with support in the US. We are embracing a new wave of consumers who are socially and environmentally responsible. With such a warm welcome and the sheer scale of the US denim market, we see potential for incredible growth and therefore incredible social impact.
“Meghan, Duchess of Sussex most powerful dresser”

James Bartle Outland Denim Founder

When Meghan put our jeans on, it took the company to a whole new level, she hopped off the plane wearing our jeans, and we sold out of that style within 24 hours. Sales were coming through, media outlets were calling — it was quite emotional to experience such an influx of attention on the brand.

James Bartle Outland Denim Founder