Seconds after Kate Middleton emerged from her car outside Westminster Abbey in a ball gown with lace sleeves, designers around the US, glued to their TV sets, were sketching her look, setting in motion a mad rush for mass-produced versions that are expected to be in stores as early as late June.
For brides-to-be who can’t wait even four weeks, David’s Bridal, the largest US bridal chain, was already trumpeting a strapless look from Oleg Cassini, paired with a lacy bolero jacket, on its website as an already available stand-in as it scrambled to push out modified knock-offs of the real thing to stores by September.
Meanwhile, TV home-shopping channel QVC said shoppers can now pre-order earrings inspired by the diamond drops worn by the now Duchess ofCambridge.
The piece, which will sell for under $50 (€34) and was created by Kenneth Jay Lane, will be available to shoppers in two months.
The Duchess did not break new fashion trends on April 29, but experts say her elegant understated look, which featured aV-neck intricate lace bodice, is expected to bring back a new era of classic wedding dressing that was just starting to re-emerge in designers’ collections.
In particular, her dress should spur a demand for lacy sleeves in all special-occasion wear and reverse the sexy strapless gowns that have been popular for several years.
Many experts say Kate’s gown, designed by Sarah Burton of Alexander McQueen’s fashion house, even paid homage to what film star Grace Kelly wore on her wedding day to Prince Rainier of Monaco more than 50 years ago.
More importantly, fashion industry experts like Brian Beitler, chief marketing officer of David’s Bridal, believe Kate could re-energise the wedding industry, which has been hurt by the recession as shoppers focus more on cost-cutting and less on the fairytale.
“I thought it was going to be over the top, but it was more about simplicity and elegance,” said Allen Schwartz, co-owner of ABS, known for pumping out copies of celebrity dresses.
“This is Grace Kelly revisited. This is iconic. She will have a huge impact in fashion. She will be the new ‘It’ girl.”
Mr Schwartz, who started sketching as soon as the gown was revealed on television, said his team arrived at 5.30 a.m. at his Los Angeles showroom, ready to cut the pattern.
He unveiled the gown at a charity gala that evening and the following day one of his stores in the area was expected to have a sample on display for customers.
The gowns, which will be produced in local factories, should be in department stores by late June. They will sell for $900 (€607).
“Every bride wants to look like her,” said Shala Moradi, lead designer for family-owned Faviana, a special occasion and wedding dress design company based in New York. “This is going to be the number one dress for the bridal line.”
Pumping out celebrity-inspired dresses is nothing new for companies like ABS, David’s Bridal or Faviana – they are used to producing similar versions on tight deadlines of dresses spotlighted at the Oscars or the Emmys.
But many say the pressure is much more intense given the enormous interest in the Duchess and her influence on fashion so far.
Hat companies like Serendipity Tiara have credited Kate for helping to popularise the fascinator, a feathered hat worn perched on the side of the head.
QVC says it has sold 54,000 units of an affordable copy of her sapphire ring since her engagement last November for just under £24.
Technology has helped speed up the design process. Peter Brown, vice-chairman of retail consulting firm Kurt Salmon, says it takes only about 12 hours from design to prototype because everything is digitised and people can communicate through e-mail. Thirty years ago, when companies rushed to copy Diana, Princess of Wales’ dress, it took a couple of weeks.
Designers can also instantaneously pull up photos of Kate’s dress on their iPads, enabling them to get a closer look of the details. That is how Ms Moradi’s son Omid, also a principal of Faviana, was able to see the details of the gown’s Chantilly lace. By 9.30 a.m. local time on April 29, the team was at a supplier buying similar lace.