Kate Middleton: How Duchess of Cambridge effect could save bust fashion label Jesire

The Kate effect: How Duchess could save bust fashion label Jesire… all by wearing one coat

The Duchess of Cambridge has become renowned for her powerful effect on the economy as most items of clothing she wears become an instant sell-out.

And when Kate wore a 1950s-style grey coat dress this week for her first solo public engagement, fashion followers were eager to buy their own to emulate the Duchess' elegant style.

But those desperately trying to get hold of the Jesire outfit were stunned to find the firm ceased trading in August after 13 years.



The Duchess of Cambridge wore a Jesire dress to the National Portrait Gallery on Wednesday, a label that is now defunct

But the Jesire grey coat dress' showing at the National Portrait Gallery on could bring the firm back on its feet.

Jesire was once sold at John Lewis and House of Frasier but held a closing down sale last year.

The John Lewis website is only selling one dress by the brand, reduced to clear at 36.

Martyn Vines, former chief of the
Hong Kong-based label — which sold in John Lewis outlets said the 'Kate Factor' could bring his business back.

A Jesire dress reduced to clear on the John Lewis website

Reduced to clear: John Lewis has one dress left on their website, on sale at 26, down from 179

Mr Vines, 54, told The Sun: 'I can only imagine how many sales we would have had today if we were still operating.

'I've let the owners in Hong Kong know about it and I hope to hear from
them tomorrow. It would be great to see Jesire re-emerge in the UK.'

It is not known if Kate bought the dress at last year's sale, online, or if it a design she has owned for several years.

It is possible she purchased the design at a second hand store.

The Duchess is said to shop at Jeanne Petit in Hungerford, Berkshire, and The Stock Exchange in Sunninghill, according to Grazia Daily.