The Princess of Wales, Kate Middleton, is initiating a significant change in how her public image is projected, aiming to shift the focus from her well-known fashion choices to the meaningful work she is doing.
According to The Sunday Times, Kensington Palace has confirmed it will no longer publicize the names of the luxury labels she wears. The decision stemmed from Princess Kate's desire to refocus attention on her charitable initiatives rather than the outfits she chooses, which often dominate media coverage.
Kate, who is married to Prince William, the eldest son of King Charles III, is widely recognized as a fashion icon. The influence of her wardrobe, often termed the 'Kate effect', can significantly boost sales for designers who find themselves featured prominently due to her choice of clothing. For example, her wearing of the Alpaca hat from Lacorine on Christmas Day 2017 brought the brand international recognition. Lacorine's owner, Antonia Valentin-Jacob, expressed her disappointment at the palace's decision, stating, "This will be very, very sad, especially for companies like us because we work with local artisans and can't afford marketing or advertising because it's so expensive. Kate wearing our hat put us on the map and brought us to the next level worldwide."
The shift follows Princess Kate's frustrations with the press's relentless focus on her style rather than the issues she aims to spotlight through her work. A source at Kensington Palace explained, "There is an absolute feeling [that it] is not about what the princess is wearing. She wants the focus to be on the really important issues, the people and the causes she is spotlighting. There will always be an appreciation of what the princess is wearing from some of the public, and she gets it. But do we need to be officially always saying what she is wearing? No. The style is there, but it’s about the substance."
Since her cancer treatment last year, Kate has returned to public life more focused than ever on advocating for early childhood development. This area has become her life's mission, emphasizing how early experiences can significantly impact mental health later on. Her increased seriousness about this work highlights her commitment to shifting the narrative away from fashion.
Royal biographer Andrew Lownie noted the peculiarity of this decision, as Kate's status as a fashion icon has historically complemented her charitable work without overshadowing it. He questioned whether there could be room for both, stating, "Surely there is room for both?"
Despite the palace's new communications strategy, Kate may still see details of her clothing shared during pivotal state and royal family events. This blend of traditional practice with her modern approach aims to balance public interest with her desire to be recognized for her work rather than her wardrobe.
The late Princess Diana echoed similar sentiments during her lifetime, often expressing frustration when coverage of her engagements focused more on her attire than on the causes she was supporting. Royal expert Ingrid Seward commented on the shift, recalling how Princess Diana would get annoyed by the media's obsession with her clothes during significant engagements. "It used to drive Diana mad. She would be doing something she considered really important, and all everyone talked about was the length of her dress or who made it."
By establishing this new norm, the Princess of Wales is seeking to honor the legacy of her late mother-in-law, redirecting the narrative to focus on meaningful social issues.
Critics, especially those within the fashion industry, warn of the potential adverse effects this decision could have. With shops and designers relying heavily on the visibility afforded by Kate's fashion choices, this initiative could lead to diminished sales and lost opportunities for aspiring brands hoping to gain from the 'Kate effect.' Still, for many supporters, this move is seen as refreshing and necessary, aligning with Kate's current priorities post-treatment and showcasing her commitment to substantial issues.
Princess Kate's new strategy exemplifies the modern royal family's effort to adapt to contemporary expectations and societal issues, attempting to break free from the superficial confines often associated with royal fashion. It highlights a broader dialogue on the role of public figures and the perceived obligations they hold, both to their causes and the public's interest.
While the fashion world may have to recalibrate their expectations moving forward, Princess Kate remains steadfast on her mission to shed light on the important matters she champions. Her royal engagements, increasingly infused with personal meaning, may set the stage for future royal motivations.