Everyone was taken by pleasant surprise after Kensington Palace revealed the news about Prince Harry's engagement with Suits actor Meghan Markle. Shortly after the announcement, Harry and Meghan made an appearance for the press that had the world press going into a frenzy.
Suddenly, everything about Meghan Markle made news. Stories from her childhood to the outfit she wore for her first public appearance as Harry's fiancé—everything about her made it to the headlines and broke the internet.
For instance, the white coat Meghan was spotted wearing while she appeared outside Kensington Palace garden, gained a lot of attention. So much so that it literally caused the retail fashion website that sold the coat, to crash.
"I did not know it was going to happen," revealed president and co-founder of Line the Label, John Muscat.
Meghan was wearing the elegant-looking white wrap coat from the Canadian knitwear and relaxed-wear label and in no time, people were drawn to the coat like bees—all thanks to the frenzy surrounding the royal couple.
"I was really surprised she wore that particular coat for the announcement...I think it's very touching for her to take the moment and share it with the Canadian brand," added Muscat.
But the frenzy-effect did not cease there. Similar to the Kate effect (the notion that anything Kate Middleton sports increase sales for the brand), people were trying to match Meghan too!
On Monday, the ivory-hued coat sold out within minutes and the demand caused Line's website to crash for five minutes. "I didn’t even know it went down," Muscat explained. "I was in the car on the way to an interview when I found out and I called the tech team, and they were like, no, it’s back up," he added.
Originally called the Mara wrap coat, Muscat baptized the coat to name it Meghan—evidently in her honor. "She’s obviously the woman of the moment, and this is an announcement people have been anticipating," John explained.
Known for their easy-chic designs crafted from luxe fabrics like linen-blend and cashmere, Line the Label is already a celebrity favorite with many A-listers like Mila Kunis, Kate Hudson Chloe Moretz, and Emma Stone who have earlier sported the brand.
The American actress accessorized her outfit with a pair of 18-karat yellow gold and opal earrings by Canadian brand Birks and wore the white coat over a green dress. Even the shoes Meghan wore for the press call—strappy nude-tone Aquazzura shoes also sold out in quick succession.
Although The Line's website is currently encountering issues with the user flow, you can see other styles by the brand at The Outnet.
This isn't just one solitary incident that proves the 'Meghan effect' taking over. Market experts have predicted that Meghan will have an equal retail selling power, if not more; like her soon-to-be-sister-in-law, the Duchess of Cambridge, Kate.
Earlier in September, a sunglasses brand worn by the actress witnessed a 1,000 percent increase in sales since she wore it at the Invictus Games in September.
In the end, those looking to get their hands on the white coat will have to wait. While the rechristened coat is currently sold out, LINE will be recutting the coat and hopes to have it back in stock in early March. “We’re not a huge company and it’s the end of the season so we don’t stock a lot of these coats," John told WWD. "They are all handmade," he conceded.
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