Meghan, Duchess of Sussex, has long been a lover of fashion and a modern style icon. It was a reputation she earned even before her royal nuptials to Prince Harry. She has used her platform to showcase designers she loves and campaigns she supports.
However, following her marriage to Harry, Meghan’s influence in the fashion realm was palpable. It became known as the “Meghan Effect”. The pieces she wore often sold out soon after. That continued even after she and Harry left their working royal status to raise their family in the United States.
On her recent visit to Australia, she chose to wear an array of local designers, something that she also did on previous trips to Colombia and Nigeria. Meghan has been a longtime fan of certain Australian labels, including Oroton and Camilla and Marc, so it wasn’t surprising. But what was, was the sheer amount and variety of styles and labels.
The Duchess doesn’t have a stylist, so she styles herself. So, everything she chooses to wear has a purpose.
With Australian Fashion Week on the horizon, we reached out to the Duchess to speak about her recent tour.
“My husband and I have such an affinity for Australia,” the Duchess told The Weekly exclusively. “I said to him the day we were flying out, “The only thing better than Australia are Australians.”
As mentioned, the Duchess styled herself. She reiterates that it was important for her to wear Australian designers on her recent trip.
“I love being able to wear local designers and celebrate the craftsmanship that’s happening in whatever region I’m travelling to. In 2018, during my trip to Australia, I really focused on smaller labels, female-owned brands, up-and-coming designers, and brands with purpose. I have so much fun personally selecting pieces, and I was really happy to be able to do it again for this trip. It was amazing to see how many new brands are putting out such fantastic pieces, and also to revisit brands like Karen Gee, whose dress I wore when we announced we were pregnant with Archie all those years ago.“
Archie is turning 7 years old on 6 May, 2026. To mark his birth, Duchess Meghan added signature candles to her As Ever product line for Mother’s Day. The Signature Candle No. 506 nods to Archie’s birthday. Plus, it’s also ginger-scented, just like the colour of his and his father’s hair.
The Duchess wore designs from 16 Australian labels on her visit, including Karen Gee, Scanlan Theodore, St. Agni, Camilla and Marc, Matteau, P Johnson, Beare Park, Paspaley, Friends With Frank and Rolla’s Jeans. But she says that she doesn’t have a favourite.
“It would be hard to choose one because I put each look together with a different vibe in mind, and I loved them all for different reasons. There wasn’t always time to change between locations, so it was fun to get creative.”
However, some brands did stick with her.
“St Agni is a label I’ve worn a lot over the last few years. I love what the brand stands for, with its white-shirt campaign that raises funds for cancer research, similar to what my friend Kelly Zajfen does with her organisation. Their silhouettes are incredibly chic, so the suede bomber jacket and pencil skirt, paired with the P Johnson turtleneck, is a look I really loved.”
Kelly Zajfen co-founded the Alliance of Moms, supporting pregnant and parenting teens in foster care. Meghan wore their signature Mama t-shirt on her visit to Australia.
Meghan doesn’t just use her platform to support charitable causes; she also likes to have fun with her looks.
“The more 1960s-inspired feeling of the Friends with Frank shift dress (that I paired with sheer black tights and vintage earrings I found on The RealReal) felt fun and playful.”
“Scanlan Theodore is a label I wore in 2018 and again for Her Best Life. I loved the colour of the sleeveless sweater, and once I saw online that they had trousers in the same tone, I could envision the look, and it came together beautifully, similar to the Posse white column silhouette. I usually gravitate to tonal dressing because it looks streamlined, but I also find it a lot easier to put a look together that way. It removes some of the guesswork and feels timeless.”
However, there was one ensemble that she described as “nostalgic” and likely excited longtime fans of her acting work.
“The look that felt modern but also nostalgic for me was what I wore for MasterChef Australia from Matteau and Camilla and Marc, because a button-down shirt and sleek pencil skirt felt very “Rachel Zane” from my Suits days. I was back on set, so I felt sentimental about it – and of course I thought wearing black was a safe choice in case there were any spills!”
As a longtime lover of fashion, the Duchess knows how impactful it can be.
“Fashion is one of the most powerful industries,” the Duchess says. “It influences how we feel and what we project. And even if you don’t say a word, you can convey something in what you wear. Over the last several years, I would hear about an incorrect designer getting credit for something I wore, either via affiliate links or press, and that never seemed fair. “
“Credit where credit is due. These brands and designers work so hard and take great pride in their work, and I choose them for a reason. Either supporting a friend, being brand loyal, or the reasons I mentioned earlier. So it’s always been important to me that the correct designer is credited.”
To that end, Meghan, the Duchess of Sussex, has partnered with OneOff to ensure the correct designers are credited. OneOff is a global fashion marketplace. It allows participants like Meghan to share their looks and properly credit the designers. It also enables fans of the looks to purchase the items themselves.
And it appears the Meghan Effect is still in full force. The ready-to-wear version of the Karen Gee navy Priscilla dress sold out within two hours of Meghan wearing it. Meghan also chose to wear Karen Gee on her 2018 tour to Australia. Not only was it her first tour with Prince Harry, but her pregnancy with Archie was also announced. When the news broke, Karen Gee’s website crashed as millions rushed to acquire the dress.
Similarly, Friends With Frank’s camel Lou car coat and khaki sleeveless Anja sack dress, which she also wore in Melbourne, also sold out within 48 hours. All the other brands have had similar experiences.
“Anytime we see a royal wearing Australian fashion is special, not just for the brand. It resonates across our local industry,” said The Australian Women’s Weekly Style Director, Mattie Cronan. “These moments give brands incredible exposure on a global scale, and help boost local sales.”
With the 30th anniversary of Australian Fashion Week happening in 2026, perhaps the Meghan Effect will help bolster the Australian fashion industry?
