The Princess of Wales knows that fashion can send a message.
At tonight’s second annual Earthshot Prize in Boston, which was established by Prince William and Sir David Attenborough to award five grants a year to ideas, people and projects aimed at tackling global warming, Kate Middleton wore a green Solace London dress rented from a British fashion company. Hooray.
How Middleton got hold of the dress says it all. Instead of buying a whole new dress, she chose to promote a more sustainable and affordable way to dress. According to a recent reportapparel rental has reduced apparel production by 1.3 million items since 2010. (67 million gallons of water and 44.2 million pounds of CO2 emissions were saved in the process.) Green color was also poignant, as the hue is often most associated with earth and environmental causes.
Finally, Middleton paired it with an emerald and diamond choker that once belonged to Princess Diana. The royal recently opted to wear pieces that once belonged to her late mother-in-law, who was also the last person to hold the title of Princess of Wales. As Middleton continues to take on the role, such subtle tributes seemingly pay homage to the beloved woman before her.
The senior royal often dresses with careful intention, such as wearing clothes from local fashion designers when traveling abroad. Yet here the princess shows a deep understanding of the Kate effect, or the tendency of her clothes to sell out or gain popularity once she wears them publicly. Now, it looks like an eco-friendly company could not only get the customer boost of a lifetime, but it can encourage shoppers around the world to think about changing their consumption habits to ones that are less wasteful. Now, it is influential dressing.
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