Cast your mind back all the way to September 2017. It was in the early days of Harry and Meghan's first official outings together, thanks to their joint attendance of the Invictus Games in Toronto. This was months before the official engagement was announced, and therefore way ahead of our wedding dress obsession schedule, but even then, the "Meghan Markle effect" was strong.
When Markle wore a classic formula of a white shirt, skinny jeans and tan pointed ballet pumps, Google searches for the denim brand she had chosen—Mother—rose by 60% that week. And the day after Meghan showcased her designer denim of choice, Mother's website traffic increased by over 200%, and the brand experienced a stellar October, beating its own sales forecast by almost 20%.
It's the fairy-tale retail story every fashion label is probably dreaming of right now. But Meghan isn't the only girl to be hooked on Mother denim: I've previously spoken of my enthusiasm for the brand's soft, comfy fabrications and super-flattering cuts before—it's the only brand to have persuaded me into skinny jeans since I was a teen.
This particular style, the Looker Ankle Fray, has long been a favourite amongst fashion girls in the know. The Love Gun wash Meghan chose has risen in popularity since, so much so that Mother has opted to recut them and release them TODAY (March 16) to an already insane waiting list of 400 people and counting. You're going to have to be fast to get your hands on them: Shop her popular jeans below before they go!