--- title: Princess Charlotte's Fashion Impact Already in the Billions description: Princess Charlotte, the daughter of Prince William and Kate Middleton, celebrates her first birthday today. In just one year, she's become a fashion icon for the UK and worldwide, and her impact is now in the billions. canonical: https://time.com/4314409/princess-charlotte-fashion/ author: Megan Lasher article:opinion: false article:content_tier: free article:published_time: 2016-05-02T19:11:02.000Z article:modified_time: 2026-04-13T09:02:23.076Z og:title: Princess Charlotte Has a Greater Economic Impact Than Prince George og:description: She's encouraging more spending than her big brother og:url: https://time.com/4314409/princess-charlotte-fashion/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltdb09b82a6d844afe/6988916fcd1bba4b88700842/07-princess-charlotte-first-birthday.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2560 og:image:height: 1440 og:image:alt: Royal Year og:type: article twitter:card: summary_large_image twitter:title: Princess Charlotte Has a Greater Economic Impact Than Prince George twitter:description: She's encouraging more spending than her big brother twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltdb09b82a6d844afe/6988916fcd1bba4b88700842/07-princess-charlotte-first-birthday.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Princess Charlotte Has a Greater Economic Impact Than Prince George > Sponsored content. 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Worth Your Time is TIME's culture recommendation newsletter, edited by culture editor Eliza Berman. Twice a week it surfaces the books, shows, films and ideas TIME's editors think are worth your attention, and explains why. It is free at time.com/newsletters. #### Does TIME have a culture newsletter? Yes. Worth Your Time is TIME's culture newsletter, published Tuesdays and Saturdays. #### Who writes TIME's culture recommendations? Culture editor Eliza Berman writes Worth Your Time, drawing on TIME's critics and culture desk. #### Is Worth Your Time free? Yes. It is a free newsletter available at time.com/newsletters. by [Megan Lasher](https://time.com/author/megan-lasher/) ## Megan Lasher May 2, 2016 7:11 PM UTC  The Duke and Duchess of Cambridge with their two children, Prince George and Princess Charlotte, at Kensington Palace in London, Dec. 29, 2015. The Duke and Duchess of Cambridge with their two children, Prince George and Princess Charlotte, at Kensington Palace in London, Dec. 29, 2015. Chris Jelf—PA Wire/Getty Images by [Megan Lasher](https://time.com/author/megan-lasher/) ## Megan Lasher May 2, 2016 7:11 PM UTC [Princess Charlotte](http://time.com/4314132/princess-charlotte-birthday-photos/), the daughter of Prince William and Kate Middleton, celebrates her [first birthday](http://time.com/4313571/princess-charlotte-first-birthday-new-photos/) today. In just one year, she’s become a fashion icon in the U.K. and worldwide—and [her economic impact will probably be in the billions](http://fashionista.com/2016/05/charlotte-effect) during her lifetime. According to a recent projection by [Brand Finance](http://brandfinance.com/news/press-releases/elizabeth-ii-delivers-kings-ransom/), a London-based brand valuation and strategy consultancy, the youngest royal could be responsible for boosting the U.K. economy by 3.2 billion pounds ($4.5 billion) during her lifetime. That’s largely because parents flock to buy any brand she wears for their own children. [_The Telegraph_](http://www.telegraph.co.uk/fashion/people/the-princess-charlotte-effect-inside-the-clothing-frenzy-caused/)reported that, “Although we have only seen the Princess a handful of times since in carefully stage-managed official portraits, each has provoked a similar reaction amongst retailers.” When she was just 10 hours old, Princess Charlotte was pictured wearing a shawl. The makers of that shawl, G.H. Hurt & Sons, said their website [received over 100,000 visits](http://www.telegraph.co.uk/fashion/people/the-princess-charlotte-effect-inside-the-clothing-frenzy-caused/) in that day alone—and they continue to see profits from sales of the shawl. > [](https://twitter.com/KensingtonRoyal/status/726712883288092672) The same Brand Finance report notes that the luxury, food and sporting goods industries will likely also see a boost from any royal appearances. Such is the so-called ‘Princess Charlotte effect.’” Brand Finance estimates Prince George’s economic contribution will be 2.4 billion pounds ($3.2 billion) throughout the course of his lifetime, meaning his little sister will likely surpass his impact by more than $1 billion. _The Telegraph_ writes that Middleton, the Duchess of Cambridge, may be attempting to reduce Charlotte’s fashion sway by dressing her in similar outfits for every public appearance. The 1-year-old has worn “those M&H floral dresses with pink cardigans in three of the seven times she’s been seen.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4314409/princess-charlotte-fashion/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4314409/princess-charlotte-fashion/"},"headline":"Princess Charlotte Has a Greater Economic Impact Than Prince George","datePublished":"2016-05-02T19:11:02.000Z","dateModified":"2026-04-13T09:02:23.076Z","description":"She's encouraging more spending than her big brother","url":"https://time.com/4314409/princess-charlotte-fashion/","keywords":["motto","england","News","royal","uk","People"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltdb09b82a6d844afe/6988916fcd1bba4b88700842/07-princess-charlotte-first-birthday.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Megan Lasher","jobTitle":"","url":"https://time.com/author/megan-lasher/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltdb09b82a6d844afe/6988916fcd1bba4b88700842/07-princess-charlotte-first-birthday.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Royal Year","caption":"The Duke and Duchess of Cambridge with their two children, Prince George and Princess Charlotte, at Kensington Palace in London, Dec. 29, 2015.","creditText":"Chris Jelf—PA Wire/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/motto/","name":"motto"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4314409/princess-charlotte-fashion/","name":"Princess Charlotte Has a Greater Economic Impact Than Prince George"}}]}] ```