The “Duchess Meghan Effect” is not just a catchy phrase, but a well-known fashion phenomenon that has turned a small brand into an overnight sensation. While it would be easy to limit the Duchess of Sussex's wardrobe to established luxury brands, she has consciously chosen to shine the spotlight on emerging designers and sustainable brands, using her influence to propel lesser-known names onto the global stage.

British celebrity stylist Martin Alexander recently told the Daily Mail that the Duchess' penchant for mixing labels such as Carolina Herrera and Valentino with lesser-known designers will “change” the fashion industry The Daily Mail.

“I love that she wears under-the-radar labels,” the stylist said. One of the things I admire is giving small businesses the exposure they deserve.” Alexander said that spotlighting these companies is “very rewarding for the stylist, for the client, and for the brand. Her appearance could change the business.”

The Duchess herself has acknowledged this approach to dressing: in August, she told The New York Times that carrying a bag from the Scottish handbag brand Strathbury during an appearance in 2018 had caused sales to soar and created jobs She said that learning about it made her deeply rethink her choice. The experience, she said, “changed everything about the way I looked at putting together an outfit after that.”

“I spend a lot of time just Googling brands,” she revealed in an interview.

“When people are looking for something online or reading something, I'm trying to find great new designers, especially from different regions.”

This approach is also evident when she heads out on global tours, with Markle often opting for local designs, like the bold scarlet dress she wore in Nigeria (by Nigerian women-led brand Orire) during a visit to Colombia in 2024, Duchess of Sussex wore clothing by Colombian designer Johanna Ortiz, local resort wear brand Juan de Dios, and other smaller brands.

“When the global spotlight is on me and I know that every detail of what I'm wearing or not wearing will be noticed, I support designers with whom I have really great friendships and small, up-and-coming brands that are not getting the attention they should,” she I'm a big supporter of the small, up-and-coming brands that don't get the attention they should,” she told The New York Times.

“It's one of the most powerful things I can do, and it's simply wearing earrings.”

When she appeared before her wedding to Prince Harry, she carried a sleek chestnut purse from a small British handbag brand called Charlotte Elizabeth. Last year, Queen Camilla appeared in the same style.

Indeed, brands often report that their websites crash and products sell out whenever Markle wears their designs. One such label, Sesta Collective, told The New York Times that after the Duchess wore one of its bags, “we had more sales in one day than ever before. The brand, which sells hand-woven bags made by Rwandan women, thanked Markle, who became its first outside investor.

While she has embraced designs by the likes of Ralph Lauren and Oscar de la Renta, the Duchess of Sussex continues to champion smaller, women-owned brands such as St. Agni, Kuyana, and Heidi Merrick, with an emphasis on thoughtful choices and sustainable style.