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Despite making clothes fit for a Princess, Eponine London is to shut up shop at the end of the year, leaving royal fans fearing Princess Kate’s vintage style could soon be in tatters
Looking as pretty as a princess, when Kate Middleton stepped out in a red and white gingham skirt suit worth £1,200, she caused the Eponine London brand’s website to crash. A firm fashion favourite with the Princess of Wales ever since, she has worn the bespoke brand’s designs with vintage-inspired silhouettes on numerous occasions.
A brand spokesperson, recognising the kudos – and potential sales – that came with her royal endorsement, once said: “We are delighted to see the Duchess of Cambridge (as she was then) in Eponine today. She looks beautiful as ever.”
But, sadly, despite making clothes fit for a princess, Eponine London is to shut up shop at the end of the year after 15 years in business. Company founder Jet Shenkman said: “It has been the most wonderful journey, full of highs that I could never have dreamed of, but the time has come for us to close our doors in pursuit of pastures new.”
While Ms Shenkman once said she had no idea how Kate discovered the brand, in happier times she expressed her gratitude to the princess, saying the company had been “inundated” with new interest since she started wearing their designs.
“A royal endorsement can transform a boutique label overnight,” fashion expert Lisa Talbot tells The Mirror. “The ‘Kate effect’ is very real, the moment she’s seen in a brand, searches, sales, and awareness soar. More importantly, her choices lend credibility.
“Kate gravitates towards brands that align with her values, craftsmanship, sustainability, and British heritage, which amplifies their story in a global spotlight. From that moment it was clear the brand aligned with her approach to style: polished, considered and purposeful.”
But it seems that even a label loved by a fashion icon as influential as the princess can hit the buffers. The brand became synonymous with intelligent tailoring and timeless femininity,” Lisa explains. ”But for a small, made-to-measure label, scaling that demand while maintaining exclusivity and craftsmanship is challenging.
“Fashion has shifted toward faster cycles, and perhaps Eponine’s strength – its slow, artisan approach – also became its limitation in a rapidly changing retail landscape. For Kate, it marks the loss of a brand that perfectly bridged her personal style with her public role, a label that allowed her to express her personality while maintaining the polished, confident image expected of a modern royal. As the brand closes its doors, the pieces she wore will remain part of the visual history of her style, reminding us that true elegance is timeless.”
Lisa takes a look back at some of Kate’s most striking Eponine looks…
