Kate Middleton, the Princess of Wales, was recently spotted on the Isle of Mull celebrating her wedding anniversary. Dressed in her signature ensemble—skinny jeans, a tucked-in blue shirt, a tweed blazer, and practical walking boots—she maintained the polished look she’s worn for years. Often seen during school runs, charity events, or casual photo sessions at Anmer Hall, this combination—fondly dubbed “Royal Prep School Mummy”—blends aristocratic touches with everyday style. The tweed hints at Balmoral traditions, while the jeans and shirt remain relatable. Hilary Mantel once called Kate a “shop window mannequin,” and if so, she likely belongs in the displays of Joules, Boden, or Cath Kidston.
However, the appeal of these so-called “haute-ordinary” brands is fading. Once synonymous with Kate’s soft power and middle-class aspiration, many—like Cath Kidston, Orla Kiely, and Joules—have either gone bust or lost their charm. Cath Kidston, with its vintage, do-it-yourself appeal, went into administration in 2020. Joules, known for its striped raincoats and classic Breton tops, followed suit in 2023. Both brands were eventually acquired by Next, which often becomes a final resting place for struggling labels. Though COVID-19 and lack of investment were blamed, retail experts suggest a deeper issue: the aspirational ordinariness these brands represented no longer resonates. According to a JP Morgan analyst, the brands’ “DNA had withered.”
In other words, middle-class style preferences have evolved. Where once “Prep School Mummy” fashion reigned, today’s look is more about understated luxury and a touch of safe eccentricity. Think an Aspiga quilted jacket, muddy-unfriendly barrel jeans, and bright red Adidas Sambas. During warmer months, those jeans give way to wide-legged culottes paired with Maison Labiche tops and Penelope Chilvers espadrilles—possibly picked up from a stylish garden centre. These modern outfits feel bolder and less bound by tradition than Kate’s ever-consistent wardrobe.
Perhaps this shift reflects a broader cultural trend. Like politics, fashion’s middle ground seems to be shrinking. At one end, there’s overt luxury—Louis Vuitton, Sloane Street labels. At the other, affordable fast fashion from Zara and Topshop, now seeing a Gen Z resurgence. Prestige-lite brands such as Boden and The White Company still exist, but their ability to deliver affordable elegance without making consumers feel “less than” has diminished.
Boden, once the gold standard for middle-class British style, excelled by capturing a certain national spirit—blustery seaside holidays and living-room cocktail parties—while offering tasteful essentials like leopard-print boots and colorful statement coats. But the brand faltered, scaling back its poorly performing menswear line and issuing a public apology. Founder Johnny Boden blamed the misstep on losing sight of the brand’s core customer. Yet the larger truth may be that today’s consumers want more than just comfort and tradition—they want to aspire to something grander. In a culture driven by celebrity, opulence, and maximalism, a striped tee and skinny jeans no longer cut it, even if they are made from organic cotton.
Interestingly, Kate herself doesn’t need to adapt. Her style, frozen in time and carefully curated, plays a critical role in maintaining the royal family’s image as middle-class-adjacent. Her influence remains substantial, just as it was when she famously wore a blue Issa dress for her engagement. Brand experts agree that consistency is key—consumers want clarity. Kate delivers that in spades.
Still, for many modern women, the time has come to retire the Royal Prep School Mummy look. As fashion changes and aspirations grow more polarized, a once-iconic style fades into history—along with the brands that made it possible. Now, as I lace up for a dog walk before the school run, I only wish my trendy barrel jeans would fit inside my Chameau wellies.
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