Duchess Meghan is the brand and her authenticity and voice is influential and nowhere is it more evident than in Vogue itself. The September British Vogue of 2019 sold out within 10 days. When word got out that Meghan, the Duchess of Sussex was guest editing the issue anticipation grew. The value Meghan Markle brings to business world is evident. Her September issue was the fastest selling in British Vogue history.

In the 1980s supermodels were always on the cover of Vogue, Harpers Bazaar, and every woman’s magazine. Anna Wintour changed this practice in the fashion world when she had Madonna on the cover. Things began to shift, and celebrities graced the cover signaling the end of the supermodel era.

The celebrity era on magazine covers is still in place. The idea of putting someone on the cover is to incentivize purchase and generate sales. Famous people on the cover generated sales. They came with their own fan base and were able to influence sales.

At the end of the day leadership is influence. Influence is measured by the ability to drive sales. Tatler featured Kate Middleton and sales were so low that the magazine had to offer the magazine for £1. There just wasn’t enough star power by the royal to sell out the magazine. This isn’t personal its just business and the future queen’s inability to generate a buzz or influence sales.

In September 2020 the British Vogue editor Edward Enniful tried to replicate Meghan’s success without Meghan but failed to generate the same interest and sales. Proving that whether as a senior royal or as a private citizen the #MeghanEffect is real and still has star power to drive sales and deliver results.