The new Middleton style icon It Asda be Carole! How Kate's mother is the inspiration for supermarket clothing collection
Asda customers said they wanted to emulate Carole Middleton's 'elegant' styleThe chain already saw sales of its 22 beige mac rocket after Kate Middleton was spotted in the 650 Burberry version
21:04 GMT, 8 September 2012
One daughter is a global fashion icon who is married to a Prince, the other has the world’s best-known derriere.
Now Carole Middleton is following in the footsteps of Kate and Pippa – as the inspiration for a new collection of supermarket clothing based on her wardrobe.
The range was created for Asda after customers said they wanted to emulate 57-year-old Mrs Middleton’s ‘elegant’ style. It includes a 35 blue coat which resembles a coat-dress the former air hostess wore to Ascot in 2010.
Royal blue: Fans of the blue coat dress Carole Middleton chose for day at Royal Ascot , left, can pick up this Asda homage, right, for 35
'Elegant' style: The black wrap dress Mrs Middleton wore to the Royal Wedding after-party, left, inspired this 14 belted Asda number, right
The original 139 Reiss dress was such a success Kate, 30, borrowed it in March when she visited The Treehouse children’s hospice in Ipswich, Suffolk, to deliver her first public address.
The Kate-effect: Asda's George label saw sales of its 22 beige mac rocket after Carole's daughter was photographed in this classic Burberry coat
Asda is also selling a black belted dress, costing 14, which is similar to the wrap dress Mrs Middleton, wore to the Royal Wedding after-party in April last year.
The collection also includes a 20 red lace dress based on a 650 Collette Dinnigan design the mother-of-three wore to the Royal Academy’s Summer Exhibition in London in 2009.
Asda’s George label has already benefited from the ‘Kate effect’. Sales of its 22 beige mac soared by 300 per cent after the Duchess of Cambridge was spotted wearing a 650 Burberry version.
The supermarket also saw a five-fold increase in sales of nude tights after Kate wore a pair.
Now it is hoping Mrs Middleton, who runs mail-order company Party Pieces with her husband Michael, will have a ‘Carole effect’.
George’s brand director, Fiona Lambert, said: ‘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.’
While her outfits have generally been well-received, Mrs Middleton was deemed to have made a fashion faux pas in sporting a fur headband while skiing in Meribel, France, earlier this year.