After Meghan Markle Shopped This Maternity Dress on Her Own, Sales Increased by 500%

Getty / Max Mumby/Indigo

Let’s get one thing straight – because of royal protocol, Meghan Markle wasn’t gifted any of the clothing she wore during pregnancy number one. When she was carrying baby Archie, the Duchess of Sussex and her team shopped for her wardrobe organically, which made Meghan’s sightings in HATCH even more exciting and meaningful for Founder and CEO Ariane Goldman. The first spotting happened in January 2019, when Meghan styled the Eliza dress, which retails for US $228, with cow-print Gianvito Rossi pumps for a visit to Smart Works. One month later, for her baby shower in New York City, Meghan selected HATCH’s Nearly Skinny Maternity Jean (US $248) to go under her 1965 Courrèges Haute Couture cloak from William Vintage.

But the Eliza dress was particularly special because Meghan wore it for her first public appearance after announcing her pregnancy, and the classic number sold out eight times afterwards. We have more incredible stats where that came from! Ahead, we spoke to HATCH about the aftermath of the Meghan Markle effect on the maternity brand and found out exactly how the design team discovered Meghan had indeed shopped their clothing line just because she loved it. While Meghan shared happy news about baby number two wearing a Carolina Herrera maxi, HATCH gives us every reason to pay close attention to what label she champions next as she proudly shows off her growing bump. It’s safe to say success is in the cards for whatever designer that may be.

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