Meghan Markle's fashion choices are not merely personal, but part of a deliberate strategy to support and promote smaller, often female-led brands. In recent interviews, she revealed this approach has roots in her early days as a royal when her endorsement of brands like Strathberry led to immediate sell-outs. She actively seeks out innovative products from around the world and has invested in brands such as Cesta Collective and Clevr Blends, with her influence significantly boosting their visibility and sales. Markle's investments during the pandemic have also paved the way for her brand, American Riviera Orchard. Her efforts mirror the 'Kate-effect' seen with the Princess of Wales, underlining the economic impact of their fashion choices.