The Kate Effect: How the Duchess of Cambridge helped modest fashion go mainstream

Fashion diplomacy at its finest
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The Kate Effect: How the Duchess of Cambridge helped modest fashion go mainstream

When Kate Middleton, aka The Duchess of Cambridge accompanied her husband Prince William on a royal tour of Pakistan this autumn, she ensured she had a wardrobe that not only acknowledged a more modest approach to fashion, but championed it.

As the Duchess touched down at Islamabad airport, she stepped off the plane in an aqua ombre-effect shalwar kameez by British designer Catherine Walker, and Lyst has revealed that after Kate wore the item, searches for it increased 170% in the following week.

The traditional Pakistani outfit which is comprised of a flared kurti shirt and trousers was just the first of several nods to modest fashion during her trip, and Kate also wore a traditional blue kurta and scarf by local designer Maheen Khan.

And on the fourth day of their tour of the commonwealth country, as the couple visited Badshahi Mosque in Lahore, Kate opted for yet another outfit by Maheen Khan, and teamed it with a matching turquoise hijab by the Pakistani designer.

Jenny Packham, Beulah London and Ghost, brands that were also worn on the tour, collectively saw a 139% spike in searches week-on-week, so it’s safe to conclude that Kate not only wears trends, she sets the agenda to boot.

Photos: Instagram