The problem with Meghan's fashion shop is that it's just... boring
The 32-piece 'hand-picked and curated collection' is hosted on ShopMy, a platform launched in 2020 to bridge the gap between influencers and brands. It allows followers to shop pieces worn or selected by their favourite social media figures, enabling the latter to create shoppable posts, custom collections of products and gift guides while earning commission on each sale.
'This is a savvy move by her team to monetise her undeniable influence and use her Instagram as a shop front,' explains Lucy Owen, founder of agency Lucy Owen Talent. 'It allows the community who want to emulate her style to literally shop it. It's also a clever bit of PR as much of her edit is from 'mid market' brands that feel much more attainable than pieces she has worn in the past.'
The problem is, it all feels a little… boring. The edit is textbook quiet luxury: a sea of ecru cashmere, chambray shirts, neutral linen and classic denim, plus a smattering of tan and black accessories and subtle gold jewellery. There are some winners in there – a blue-striped linen shirt from great British brand With Nothing Underneath, £120, among them. And, as Owen points out, there's a high-low mix, like the cross-section of brands she donned for her recent Netflix series, With Love, Meghan. A Uniqlo trench, £99.90, sits comfortably alongside Saint Laurent leather sandals, £595.
Tribute mules in smooth leather, £595, Saint Laurent
The Boyfriend Linen, £120, With Nothing Underneath
But even for a Meghan apologist who lives in neutrals and loves nothing more than a crisp white shirt and a great pair of jeans, it's hard to feel excited by it. It's possible that after years of 'stealth wealth' style and mocha mousse-flavoured minimalism, we're reaching beige saturation point. Or perhaps it's because Meghan's foray into influencer culture feels like yet another wave in an ongoing surge of bland monetisation – its sartorial focus almost irrelevant, even for the most devoted fashion fans.
In some ways, it does feel like Meghan is at last giving the people what they want. Among the many foibles of her Netflix series was an air of inauthenticity – the set itself was not the Sussexes' own Montecito mansion but an $8 million farmhouse nearby, for example – despite its many claims to the contrary. In theory, the new ShopMy venture delivers the insider access 'many' fans have been desperate for.
And there's no denying Meghan's influence. According to a report from brand performance platform Launchmetrics, Loro Piana earned $1 million (£772,175) in 'media impact value' (the monetary value assigned to marketing strategies across print, digital and social media channels) after she wore the brand in With Love, Meghan.
But, judging by the sales of the 32-piece edit so far, the online shop might not have the same effect. Perhaps unsurprisingly, a $100 (£77) white T-shirt Meghan selected from Malibu-based brand Bleusalt is still in stock online in every size. Similarly, a £1,072 'raw silk' dress from LA brand Heidi Merrick is available in all but two sizes. Even the more accessible pieces in the curated collection – notably the Uniqlo trench – can still be purchased online.
Trench coat, £99.90, Uniqlo
Ivory silk noil, 1,072, Heidi Merrick
It's a far cry from the 'Kate effect', which sees sales and demand for pieces worn by the Princess of Wales skyrocket immediately, causing sellouts across the price spectrum, from Jenny Packham to Zara. There's an unfortunate irony to the fact that while Catherine has attempted to step away from the fashion spotlight – Kensington Palace announced that it would no longer share the details of her clothes earlier this year – Meghan is keen to step into it.
Even so, Meghan stands to generate a considerable income given that her 2.6 million Instagram followers are would-be shoppers. According to ShopMy, product commission earned by creators typically ranges from 10 to 30 per cent, depending on the brand or retailer behind each piece. Assuming that Meghan is at the highest end of that commission rate, the potential is huge; each sale of that Heidi Merrick dress, for example, could earn more than £320.
And there's likely plenty more in the pipeline. 'Meghan certainly won't be waiting to be granted 'Icon' status on ShopMy,' says Owen. 'This top-tier ranking comes with exclusive benefits and opportunities for the creator. I'm sure collaborations with brands are on the vision board, for example.' Let's hope future fashion ventures bring something new to the artfully laid table.
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