Kate Middleton’s Latest Fashion Moment Causes Search Interest Spike for Long White Coats

Kate Middleton has caused a 1,331 percent search increase in long white coats after appearing at the “Together at Christmas” carol service in a long white Chris Kerr coat on Dec. 8 in London, according to an analysis of Google Trends search data.

Fashion experts at Karen Millen, the U.K. contemporary brand, have found that online searches for long white coats increased by almost 14 times the average volume in one week, hitting a 205 percent increase in searches in the U.S. alone.

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In a statement, a spokesperson for Karen Millen said, “These recent findings shed light on the remarkable influence that Kate Middleton wields not only in the realm of royal engagements but also in the fashion world. The surge in online searches for ‘long white coats’ following her elegant appearance at the annual Christmas carol concert underscores her undeniable impact on style trends.”

Chris Kerr, the designer behind Middleton’s white coat, is best known as a Savile Row bespoke tailor of wedding suits. The brand describes itself as Soho’s oldest bespoke tailor and was founded on Berwick Street in 1960 by Kerr’s father, known as Mr. Eddie.

Middleton’s fashion influence has helped brands completely sell out. In 2022 when she wore a pair of Alicia pumps by Camilla Elphick to a charity polo match, the shoes sold out. According to the brand, the Alicia pumps are still one of their most popular pairs thanks to the Princess of Wales.

The royal’s ability to help a brand’s sales increase, often for a particular product, is known as the “Kate Effect.” One of the earliest examples of the “Kate Effect” was in 2010 when Middleton and Prince William revealed their engagement, and she wore a royal blue dress by Issa. The dress she wore ended up selling out within five minutes. Although Issa closed in 2015, designer Daniella Helayel credits Middleton with helping put her brand on the map.

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