When the Duchess of Cambridge made her first appearance on August 4, stepping out to visit the U.K. food and supply bank Baby Basics, she stunned crowds in a white dress by Suzannah and Tabitha Simmons pumps. But it was her face mask that stole the show.
The appearance led to a spike in searches for “floral face mask” by 185 percent in 24 hours, according to data aggregator Lyst. Along with face masks, other common search terms included “floral” and “liberty print.”
The “Kate Middleton Effect” is in full swing.
With masks having become a necessity for preventing the spread of Covid-19, Middleton’s choices have surged in popularity. Her cloth mask from Amaia, shown in her photos at Baby Basics, sold out shortly after they were released.
The next day, Middleton pulled off a pairing of a floral Emilia Wickstead frock with a floral face covering in a different pattern as she and Prince William visited the Shire Hall Care Home in Cardiff.
Kate Middleton has always been a fan of flowers. From her constant stream of floral dresses to her picture-perfect stint at garden design for last year’s Chelsea Flower Show. And her apparel selections for herself and her family often spark frenzies.
The founder of the brand Reiss told Marie Claire that images of the future queen wearing one of the brand’s dresses in 2011 “caused our website to crash” and the dress readily sold out.
Let’s hope her mask-wearing causes many more people to adopt the life-saving practice.