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Royal endorsements give boost to UK fashion


08-07-2014 00:27 BJT

As Prince George nears his first birthday, British label Seraphine is still experiencing the 'Kate effect' — the boost in sales after the Duchess of Cambridge wore a dress made by the designer for the first official photograph of her with Prince William and their son, taken at her parents' house in Bucklebury.

The dress’s designer Cecile Reinaud spoke of her excitement when Seraphine began receiving orders from the duchess.The company said that the Kate effect was obvious. And Seraphine has expanded around the world, with its profits substantially increasing.

The duchess’s passion for high-street fashion has helped endear her to the British public, and UK fashion retailers have been reaping the benefits.

The Reiss dress worn by the Duchess when she and Prince William met Barack and Michelle Obama reportedly sold out within hours, and her Alexander McQueen wedding dress has been widely copied.

Reinaud thinks that this is a positive trend, not just for the profits, but also for the British public's dress sense.

And with Seraphine reporting 60 percent growth in the last twelve months, retailers will hope that the duchess continues to boost accessible fashion for the British public.

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