Pandemonium is the word that came to John Muscat’s mind as the Toronto fashion designer described the day Meghan Markle wore his white wool LINE coat to announce her engagement to Prince Harry last November.
First, his cellphone started going crazy with notifications at 7 a.m. Then, the media started calling.
“It was crazy. The entire globe knew who we were in that moment and that’s something that I think very few people ever get the opportunity to experience,” said Muscat, who was surprised to see the American actor choose his coat, despite knowing she’s a fan of the brand from her years spent working in Toronto.
LINE Knitwear’s website briefly crashed as fashionistas frantically tried to buy the coat, now renamed “The Meghan,” which sold out instantly.
Canadian fashion designers like Muscat are benefiting from the so-called Markle effect, the term used to describe an instant spike in demand for clothing, jewelry and other items Markle wears since she and Prince Harry announced their engagement on Nov. 27, 2017.
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