Re-Fashioning Kate: the Making of a Celebrity Princess Brand

Ashleigh Logan-McFarlane · Kathy Hamilton · Paul Hewer

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Fashion and Cultural Textiles Consumer Behavior in Brand Consumption and Identification Cultural and Historical Studies

Abstract

We illustrate the processes wherein a celebrity's appropriation of fashion discourse transforms the celebrity brand from an 'ordinary' individual to an 'extraordinary' celebrity which rests on the myth of being: 'just like us'. By unpacking the 'Kate effect', we reveal how the British Royal Family brand is re-invigorated and sustained.

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