Prince Edward’s recent choice of wardrobe has caused a £200 product to sell out online.
On his recent trip to South Africa, the prince matched a blue suit with a Hermes silk monkey and crocodile tie.
The tie has now sold out on Hermes’s website as the duke shows once again how clothing worn by a royal can boost a brand’s business and awareness.
The prince sported a navy blue tie with small, repeated images of a blue monkey dangling from a vine above a snappy green crocodile’s snout.
Prince Edward visited the Pretoria National Botanical Garden in South Africa
Last month the prince flew to South Africa for a two-day working trip before heading to St Helena for a four-day official visit.
The duke wore the sweet tie to the Pretoria National Botanical Gardens where he talked with the South African Minister of Forestry, Fisheries and Environment.
The Royal Family often influence the popularity of certain brands and the sales of products when they are pictured wearing them.
Princess Kate and Meghan Markle are very popular fashion setters; their influence has been dubbed the ‘Kate effect’ and the ‘Meghan effect.’
Edward’s Hermes tie had swinging monkeys and snappy crocodile prints
The Welsh company, Hiut Denim, revealed the transformative effect of Meghan Markle wearing their jeans.
The fashion company experienced the ‘Meghan effect’ after the Duchess of Sussex wore a pair of Hiut jeans on her first official royal visit to Wales.
After the royal trip to Cardiff Castle in 2018, Hiut gained global attention from the press and a boost in business.
Clare Hieatt, co-owner of the business said: “When Meghan Markle wore our jeans we had the world’s press on our doorstep, so our grand masters [workers], as we call them, have become used to being featured in things… it’s good for business.”
Meghan wore Kimai’s Felicity earrings in January 2019 boosting their business
Princess Kate’s outfits often sell out online after she wears them
Similarly, when Meghan Markle purchased a pair of £1990 diamond earrings from the jewellery brand Kimai, it helped their business grow.
The founders of the company said: “We’ve launched without investment, and then two months after our launch we got Meghan Markle to wear our pieces, which enabled us to grow the revenue significantly, and from there we raised $1.2million.”
Harper Bazaar revealed that in recent years, the Princess of Wales has estimated to have given a £1billion annual boost to the UK fashion industry.
Kate’s outfits also have influence across the pond; American companies have experienced surges of business when the Princess of Wales wears their clothing from the UK.