Kate Middleton’s influence on British and dare we say worldwide fashion is so well documented, it’s simply referred to as ‘the Kate effect’. Now, British supermarket chain Asda is hoping to strike gold twice with a new line of clothing based on the personal style of none other than Kate Middleton’s mother, Carole.
Carole Middleton is the inspiration behind the new clothing collection from Asda’s clothing brand George, and the chain is hoping to copy what they’ve termed her ‘elegant’ style for their customers. Pieces set to debut in the collection include a £35 blue coat meant to resemble a £139 Reiss coat dress Mrs. Middleton wore to Ascot in 2010.
That dress was such a hit that Kate herself borrowed it for a visit to The Treehouse children’s hospice in Ipswich, Suffolk, where she delivered her first public address.
Asda’s collection will also include a £14 black belted dress styled after the one Mrs. Middleton wore to the Royal Wedding after party last year, and a £20 red lace dress styled after the £650 Collette Dinnigan design she wore to the Royal Academy’s Summer Exhibition in London in 2009.
Asda is hoping the Carole collection will provide a sales boost similar to the ones they’ve seen before from the ‘Kate effect’. After the Duchess wore a £650 Burberry beige mac, Asda’s own £22 George beige mac skyrocketed in sales, by some three hundred percent. Sales of George nude tights also soared after consumers realized Kate favored the particular style of hosiery.
George’s brand director, Fiona Lambert, said of the new collection: ‘Carole Middleton is someone who always really gets it right for her age. She’s elegant and stylish, but with a fashion forward edge.
‘Our new range has been designed with this sophisticated and ladylike feel in mind. Her style is a perfect example of how you can look great when you are over 40.’