Is Meghan Going Full Influencer?
The Duchess of Sussex offers a peek into her (shoppable) closet.
“Shop my closet” are three words I didn’t expect to hear — or read — from the Duchess of Sussex. But 2025 is full of surprises, isn’t it?
Meghan joined the affiliate marketing platform ShopMy this week, inviting followers to browse and buy dozens of her favorite fashion and beauty products. It’s the latest move in a busy year for the duchess, which has seen her rejoin social media, launch her Netflix series, and tease a forthcoming product line as well as a new podcast. Her new ShopMy page is filled with affiliate links, which means any resulting purchases may earn the duchess a small commission. The launch was met with mixed reactions. Here’s a sampling of responses to a question box I posted on Instagram:
“She too lives in capitalism and has to earn money! Totally fine with her doing it in this format.”
“Really missed the opportunity here to donate funds to charity. I think it’s so tacky of her.”
“Best news ever! Didn’t know if we would ever see this day, but the income will be substantial.”
“It feels like a lot all at once!”
“Shocked/I get it. Can see how it’s an act of reclamation!”
“Why not! It’s a brand strength for her.”
“Still a fan and I respect her, but it just give me the icks.”
“Many sites have benefited from posting links to what she wore, why not her?”
THAT LAST POINT, THO. I will admit — and I say this as someone who has reported on and now participates in the affiliate link space — my first thought was: Isn’t Meghan too fancy for this? Affiliate links are one of those oft-derided aspects of influencer life, a visible sign of the hustle behind the pretty pictures.
But then I kept coming back to how many others (again, I include myself here) make money by sharing links to what the duchess wears. Everyone from fan accounts to major media companies write up Meghan’s ensembles — from her earrings to her shoes — and include their own affiliate links. Why shouldn’t she get in on this? It is her fashion, after all.
Still, many things can be true and this isn’t without its risks. Below, a look at the world of affiliate links as well as more on Meghan’s platform of choice, how lucrative I think this could be for her, and potential downsides for the Sussex brand. I did my best to answer the questions I received on Instagram, adding in my personal experience with affiliate links where it felt relevant. Do you have thoughts on Meghan’s latest move? Or more questions for me? Click below, I’ll meet you in the comments.
PS: Speaking of Meghan’s fashion…I tried my hand at some of my favorite With Love looks. (And yes, these are affiliate links. 🙃 Thank you for support So Many Thoughts.)
Meghan Joins ShopMy — What Does It All Mean?
What did the Duchess of Sussex launch this week?
Meghan gave us a peek into her closet and her beauty stash this week when she joined ShopMy, an influencer marketing platform. On Monday morning, she added a link in her Instagram bio and shared it on Stories, inviting people to “Shop my closet.” Clicking through pulled up a gallery of dozens of products, from a $495 Maya Brenner crystal necklace to a $52.50 chambray shirt from J.Crew Factory. On Tuesday, the duchess’s assortment expanded to include 25 beauty products, including the $24 Summer Friday Lip Butter Balm in the “iced coffee” and the LottaBody Control Me Edge Gel that is $7.99 on Amazon. “The Wedding Edit” dropped Wednesday, with a a look at the skincare and make up Daniel Martin used on Meghan for her 2018 royal wedding.
The top of her ShopMy page describes the page as: “A handpicked and curated collection of the things I love — I hope you enjoy them!” And then comes a disclosure: “*Please note, some products may contain commissionable links*.” Indeed some, though not all, are the type of links that if someone clicks through and buys something, Meghan would receive a commission off the sale.
Why is Meghan doing this?
I am told the duchess sees this as a way to highlight the brands and businesses she cares about. There are some well-known brands in the mix, including her Saint Laurent slides and Dior blush, but also lots of smaller labels, too, including from her Montecito inner circle. She linked a black linen dress from Tracy James (a friend and guest on Episode 6 of With Love) as well as black trousers from Anine Bing (another member of this crew). There is also a crossbody bag from Cesta Collective, the accessories company in which Meghan invested. The Uniqlo trench coat is from the retailer’s collab with Clare Waight Keller, who designed Meghan’s wedding dress.
What do you really think of this?
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