Kate Middleton has been named the UK’s most popular fashion influencer, after overtaking Meghan Markle last year. 

When the Duchess of Sussex, 39, first joined The Firm in 2017, the ‘Meghan Effect’ saw shoppers go wild for anything she wore – but her fashion influence dramatically declined after Megxit, according to data compiled by LovetheSales.com.  

Now, the fashion experts have analysed the final results of which celebrity inspired the biggest spikes in shopping searches or sales of specific items in 2020. 

In first place was the Duchess of Cambridge, 38, whose floral dress by Faithfull The Brand saw shoppers search for the garment 112 per cent more, followed by This Morning host Holly Willoughby, and the Duchess of Sussex in third place. 

Kate Middleton 

Kate Middleton has been named the biggest fashion influencer of the year. Kate wears a £180 dress by Faithfull the Brand, teamed with new tan £135 Russell and Bromley wedges for her visit during a visit to The Nook in Framlingham Earl, Norfolk 

Searches for scalloped cardigans increased by 67 per cent after the Duchess wore the style for a Zoom appearance this summer

Kate officially became the years biggest style influencer of the year with her more ‘premium look’ during lockdown. 

The Duchess made several appearances for her charities on Zoom throughout the pandemic, with stylist Jessie Stein predicting her more ‘personal ‘ summer looks were a hit with shoppers. 

She said: ‘Kate has certainly shown a more premium look in lockdown, and is really leading from the front with her continued charity work online.

Kate’s top fashion influences 

Floral Dresses +112% increase in searches

Broderie Anglaise Shirts: +106% in searches

Scalloped Cardigans: +67% increase in searches

Checkered Overcoats: +32% increase in searches

‘The public has seen a different, more personal side of Kate during lockdown and she has embraced summery styles in her outfit choices.’ 

Her standout moment was late in June during a visit to The Nook in Framlingham Earl, Norfolk.

The royal opted to wear her first summer floral dress by sustainable brand Faithfull the Brand for the occasion. 

The dress sold out in under 24 hours and searches for floral dresses spiked 158 per cent in the following days, with an overall 112 per cent increase from 2019 to 2020. 

Kate’s more casual looks were a huge hit with shoppers and 9 out of 10 of her outfits have sold out in 2020 as Brits look to emulate the royal wardrobe.  

Searches for scalloped cardigans increased by 67 per cent after the Duchess wore the style for a Zoom appearance this summer.

And after the Duchess wore a checkered overcoat to visit the University of Derby in the autumn, searches for the item increased by 32 per cent.   

Holly Willoughby was the second most influential celebrity of the year. Pictured, Holly donning a black leather skirt from Warehouse on her Instagram in March 

Holly Willoughby   

Holly’s top fashion influences 

Black Leather Skirts +82% increase in searches

Floral Gowns +78% increase in searches

Daisy Print Dresses +62% increase in searches

Polka Dot Dresses +44% increase in searches

Holly Willoughby’s fashion proved a hit with shoppers as she continued to give a much needed break from the pandemic on ITV’s This Morning. 

One of TV’s most influential style icons, the presenter created the ‘Holly effect’ by sharing her flowing dresses and co-ordinated looks on Instagram to her 7 million followers, which would soon sell out online. 

The TV presenter sent hearts racing in March when she wore a £36 black leather mini skirt from Warehouse on This Morning.

The move doubled sales of similar skirts on LovetheSales in the following 48 hours, with the site seeing an overall increase of 82 per cent. 

Holly also had a huge impact on brands like Ghost.

The presenter wearing the brand’s dresses on national television over a dozen times this year had brand searches for go up by 25 per cent year-on-year. 

Commenting on the trend, Stein said: ‘It’s no surprise that Holly’s timeless and accessible style has made her the most influential fashion icon of lockdown.’  

The Duchess of Sussex’s move to California saw her opt for a more relaxed, muted style. Pictured, Harry and Meghan volunteering in LA 

Meghan Markle  

Meghan’s top fashion influences  

Utility Joggers +74% increase in searches

Chambray Shirts +46% increase in searches

Utility Shorts +41% increase in searches

Linen Dresses +41% increase in searches

Meghan Markle’s move to California saw her opt for a more relaxed, muted style, donning joggers, linens and casual shirts. 

Her standout moments were centred around relaxed, comfy looks.

After the Duchess was seen wearing a pair of utility style khaki joggers while volunteering in Los Angeles., searches online increased by 74 per cent.

Another look that performed well was the denim chambray shirt she wore during a social media video reading a story to Archie for Save the Children UK, which had a 46 per cent increase in searched over the year. 

Stylist Jessie predicted that Meghan’s newfound distance from the Royal family, combined with her less glamorous apparel in lockdown, has meant less searches.

She said: ‘Meghan has clearly embraced lockdown life a little more with comfy fitted tees and joggers. 

‘I think Meghan’s new found distance from the Royal family combined with her less glamorous apparel in lockdown has contributed to a drop in fan’s searches for her clothing.’ 

Blazers were the biggest influence Harry had on 2020 fashion with searches for ‘Turquoise Blazers’ shooting up by 103%. Pictured, the singer in the music video for ‘Golden’ 

Harry Styles 

Harry’s top fashion influences  

Blazers +53%  increase in searches

Oversized Cardigans +46% increase in searches

Checkered Overcoats +21% increase in searches

Brown Cord Trousers +18% increase in searches

Harry Styles had a breakout year in fashion, from appearing on Vogue in a Gucci dress to creating a viral TikTok trend with his JW Anderson technicolour cardigan.  

The fashion-conscious singer made history by becoming the first ever male cover star of US Vogue in its 127 year history.

The One Direction star did so wearing a blue frock and androgynous black blazer. 

The garment hails from Gucci’s Fall 2020 collection and features a fit-and-flare silhouette, a tiered skirt, shirred fabric and lace trim. 

But it seems blazers and not dresses were the biggest influence Harry had on fashion searches in 2020. 

Searches for ‘Turquoise Blazers’ shot up by 103 per cent just 24 hours after the release of his track ‘Golden’, which saw him showcasing his quirky sense of style in a white shirt and double breasted mint blazer. 

He had a similar influence when he was spotted out and about wearing a checkered overcoat, while searches for brown cord trousers also increased after Harry was snapped in a similar garment.  

Lily Collins in Emily In Paris 

Emily in Paris staring Lily Collins (pictured in the Netflix show) saw searches of ‘Bucket Hat’ increase 41 per cent

Lily’s top fashion influences

Bucket Hats +41% increase in searches

Berets +32% increase in searches

Snake Print Skirts +29% increase in searches

Tweed Jackets +27% increase in searches

Emily in Paris, staring Lily Collins, was hailed as the modern day Sex in the City after arriving on Netflix in October. 

The show stars Lily, 31, as Emily, an ambitious twenty-something marketing executive from Chicago, who unexpectedly lands her dream job in Paris when her company acquires a French luxury marketing company.

Once in Paris, Emily is tasked with revamping the company’s social media strategy.

But her new life is filled with intoxicating adventures and surprising challenges as she juggles winning over her work colleagues, making friends, and navigating new romances. 

It was Lily’s gorgeous looks including couture little black dresses, designer coats, an array of berets and many mini-skirts that caught the attention of fans.

The series many Brits searching for old favourites like the bucket hat and the beret, with searches up 41 per cent and 32 per cent, respectively.