In an era of viral gowns and headline-grabbing couture, it is not a crystal-encrusted dress or archival tiara setting the fashion agenda but a crisp, powder-blue button-down shirt. The most talked-about piece in royal and style circles this week is this sharply tailored Oxford shirt from London label With Nothing Underneath, worn within days by Kate Middleton, Princess of Wales, Meghan Markle, Duchess of Sussex and American Vogue’s editorial heavyweight Chloe Malle.In fashion terms, that is less coincidence and more cultural signal because when three women who define modern power dressing across monarchy, media and Montecito reach for the same quietly confident staple, it tells us that 2026 is not about excess. It is about precision, polish and above all, it is about the enduring magnetism of a perfectly cut shirt.
The Blue Shirt That United Royals and Fashion Elite: Is This the End of Extravagance?
The blue button-down, it seems, is having its royal renaissance as an icon of quintessential British style. The British fashion label is suddenly dominating the style conversation and it is not for a gown or a handbag but the classic blue button-down shirt.
British royals and Vogue editors are wearing the same blue shirt
The light-blue button-down from London label With Nothing Underneath, popularly known as WNU, has popped up on multiple high-profile figures within days as Kate Middleton, Princess of Wales wore it under a tailored blazer during a visit to Castle Hill Academy in South London to mark Children’s Mental Health Week while Chloe Malle, editorial head of American Vogue, styled it in a video interview alongside icon Anna Wintour. Meghan Markle, Duchess of Sussex, too has worn WNU shirts in the past, including a linen version on her Netflix series With Love, Meghan.It is rare for figures from different royal households, especially ones with distinct personal brands and a top fashion editor to converge on the same piece, which speaks to both the shirt’s versatility and subtle cultural momentum.
What makes the blue shirt so appealing
Founded in 2017 by Pip Durell, a former Tatler and British Vogue professional, With Nothing Underneath specialises in classic shirting inspired by men’s tailoring but sized and proportioned for women. The shirts are inspired by men’s tailoring, British heritage and timeless style, out of Durell’s personal search for shirts that were perfectly adjusted for women, sustainably sourced and stood the test of time. They were borne after years of adjusting men’s shirts for her own use. Combining her fashion knowledge and styling credentials with her own very English, effortless approach to dressing, the brand was launched from her home city of London. Today it has grown to encompass an array of wardrobe essentials, from shirts to tailored trousers, that are not led by trends or fleeting style moments instead, they are designed to be forever items in which to live a life of simplicity. In other words, With Nothing Underneath is not just selling shirts; it is helping define a moment in style that blends classic elegance, accessibility and modern wardrobe versatility.They are pared back, laid back, timeless and effortless clothing and inspired by Carolyn Bessette, Jane Birkin and Charlotte Rampling. The label’s success is measurable with £5.7 million in sales in 2024 and 88% growth over three years. It ranked 52nd on The Sunday Times Hundred list of fastest-growing UK private companies. These numbers suggest that WNU is more than a fleeting celebrity endorsement, it is a brand on the rise.
The fashion impact beyond the blue shirt
The “Royal effect” still matters. Kate’s sartorial choices have long influenced high street fashion, an impact sometimes referred to as the Kate effect, which can boost British brands by hundreds of millions annually and it is not just high-end. Mainstream retailers are seeing similar spikes. For example:
- Marks & Spencer’s £30 ice-blue satin shirt
- Uniqlo’s bestselling oversized blue cotton shirt
These accessible pieces benefit when “royal style” filters down to everyday wardrobes. This moment also fits a wider fashion pattern in early 2026. Light-blue button-downs are showing up in style guides as versatile essentials for office and casual wear. Colour combinations like pale blue with chocolate brown are being touted as must-try seasonal pairings. Meghan has long embraced similar shirting pieces, reinforcing that timeless tailoring, especially shirts, remains central to polished and “quiet luxury” wardrobes.
Why the blue shirt trending now
This is not just about one shirt. It shows how royal wardrobes can shape fashion trends globally. It marks a rare fashion overlap between two of the most watched public figures of the decade and highlights how quality basics, not only flashier pieces, can become cultural touchpoints.
