The ‘Markle sparkle’ has improved royals’ image and influence during tour, expert says

November 1, 2018

Because of her background, the Duchess of Sussex has brought relatability to the royals, AUT lecturer Jessica Vredenburg tells Breakfast.

Duchess Kate and Princess Diana both subtly changed perceptions about the royals - for the better, fans would argue - thanks to their relatability.

But the Duchess of Sussex, whose "Markle sparkle" was just put on full display during her tour through New Zealand, has taken that relatability to a new level, says an Auckland marketing expert.

"She ticks a lot of boxes in terms of making us feel like we're kind of like her," AUT senior lecturer Jessica Vredenburg told Breakfast today, explaining that her unique background makes many of her fans feel like "if we wear what she wears we're kind of part of the experience in some way".

The beautiful cloak pays homage to her royal status, her pregnancy and her Californian roots.

As the first mixed-race woman to marry into the royal family, a vocal feminist, a woman who had a successful career and now an expectant mother, her relatability has made her a major influencer of what young people buy and wear, Ms Vredenburg said. But she's also using that influence for social causes, she said.

It's not an easy line to walk when constricted by royal protocol, she said.

"There's certain rules and certain things that she is and isn't allowed to do," Ms Vredenburg said. "She is pushing some of those in different ways, but she also has been very clear that she's in charge of her own narrative and is using the channels that she does have such as her wardrobe to clearly communicate the value that she does have and what she wants to stand for.

"Meghan Markle's fashion choices show how she's in charge of her own rhetoric."

Recognising her role as gracious visitor, Meghan has honoured her host nations during the tour by highlighting local designers - such as Kiwi Karen Walker - in her wardrobe. She has also paid tribute to traditional designs, such as the Tā Moko-inspired pendant she wore during her speech this week about women's suffrage. But her outfits also "send a clear message" about her passion for sustainability and social good, Ms Vredenburg said.

Meghan Markle gave a passionate speech in front of Jacinda Ardern, Simon Bridges and other guests.

"Her fashion choices are having social impact," she said, explaining that many of the brands have clear ethical values or use recycled materials. "By wearing jeans that provide vulnerable women with employment opportunities - Outland denim, for example - she is both raising their profile publicly, but the carry-on effect of course then would be the need to employ more of these women to meet the increased demand."

While some have balked at the Duchess occasionally straying from protocol, she appears to have given the royals a popularity boost, agreed Breakfast host Matty McLean.

"If she's relatable, then maybe the royal family who are for the most part incredibly unrelatable, perhaps become a little bit more familiar and friendly to the rest of us," he said.

Ms Vredenburg agreed.

"Kate sort of started that trend a little bit, but she's adding many more dimensions to that," she said.

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