When it comes to fashion, the Duchess of Sussex and the Duchess of Cambridge have noticeably different approaches to dressing. Meghan tends to shake things up with one or two unexpected accessories, while Kate errs towards a more conservative lilt, and is likely to choose classic shift dresses and courts over trend-led pieces. However, there’s one British brand both royals turn to: Goat. And it’s no wonder: One look at the demure hem lengths, quality fabrics, reasonable price points and clean, figure-flattering lines makes this the perfect destination for a royal with a packed diary searching for elegant wardrobe solutions. For Meghan’s first appearance as a newlywed, she slipped into the designer’s beautiful Flavia dress, which unsurprisingly went viral. And it’s a similar story for Kate, who has been spotted in a handful of Goat dresses for recent public engagements.
Meghan Markle in Goat’s Flavia dress.
So what’s behind the appeal? Founder Jane Lewis explains what she believes to be behind the brand’s stellar success: “I really believe in style over fashion: Fashion is often more playful—something to dip into seasonally—whereas style is finding what works for an individual. It can develop over time, and it’s something I highly value. I love to design beautiful elegant clothes that really empower women, and make them feel comfortable, confident and ready to take on the world. We also consider how each piece is going to work within our clients’ wardrobe and lifestyles. How many ways can you wear the piece? Does it go with their existing clothes? We like to provide building blocks that can be worn on a variety of occasions in numerous ways.”
Kate Middleton in Goat’s Eloise tunic dress.
Jane also talked us through some of the best-selling styles. "Pencil dresses as a whole category seem to be strong for us and something customers ask for season after season. At Goat, our best sellers over the years include the Lola dress, the Ava dress, the Redgrave coat, the Geranium dress, the Alexa dress and the Flavia dress, to name but a few. They’ve become the timeless classics we’re known for and that people request each season."
Holly Willoughby wearing a Goat jumper.
And they’re not just a hit with the young royals: Holly Willoughby has also worn Goat to present This Morning, and we know plenty of fashion insiders who go to the brand for the more directional pieces such as jumpsuits or bold blouses. Many women in business also rely upon the label for hard-working separates that kick ass in the office.
Scroll to see and shop our rundown of the best Goat dresses currently in stock.