Emilia Wickstead

As the royal babywatch enters what are presumably its final days (or even hours) I admit: I cannot wait for the Royal Windsor baby to be born – not because I’m actually panting to see said heir, but because hopefully it will stop the flood of emails I get every morning heralding yet another fancy baby product. Now, I get that this seems an extraordinary opportunity for the high-end baby market, which is currently one of the fastest growing segments of the high-end fashion market, with brands from Dolce & Gabbana to Gucci, Burberry, and Fendi launching kidswear. I get that the Duchess of Cambridge is one of the most influential figures around when it comes to moving product. But what I don’t get is why everyone thinks she is going to move really expensive product. 

Yesterday Emilia Wickstead, the woman who has been one of the more consistent, and under-the-radar crafters of Samantha Cameron’s image as British First Lady, turned up in my office. She was in town to meet Bergdorf Goodman, with an eye toward breaking the market overseas. So far, so typical for any UK designer with ambitions to extend her association with global power players. But interestingly she had some atypical ideas for how to do it.