In an age of gowns and eye-catching couture, it’s no longer crystal-encrusted dresses or classic headpieces that set the trend, but crisp powder-blue button-downs. The most talked-about item in the royal family and the fashion world this week was this tailored oxford shirt from London-based brand With Nothing Underneath, worn within days by Kate Middleton, Princess of Wales. Meghan Marklethe Duchess of Sussex and Chloe Malle, the heavyweight editorial of American Vogue magazine.From a fashion perspective, this is less of a coincidence and more of a cultural signal, because when three women who have defined modern power dressing across the monarchy, the media, and Montecito pursue the same understated and confident staple, it tells us that 2026 is not an era of excess. It’s about precision, polish and, most importantly, the lasting appeal of a perfectly tailored shirt.
Royals team up with fashion elite for blue shirts: Is this the end of luxury?
The blue button-down shirt seems to be experiencing a royal renaissance, becoming a symbol of quintessentially British style. The British fashion brand is suddenly dominating the fashion conversation not with a dress or a tote, but with a classic blue button-down shirt.
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British royals and Vogue editors all wore matching blue shirts
London label With Nothing Underneath’s light blue button-down shirt was spotted on a number of high-profile figures within days, with Kate Middleton, the Princess of Wales, wearing it under a custom blazer during a visit to Castle Hill Academy in south London to mark Children’s Mental Health Week, while US Vogue editorial director Chloe Malle styled it with her idol in a video interview. Anna Wintour. Meghan Markle, Duchess of Sussex, has also worn WNU shirts in the past, including a linen version in her Netflix series With love, Megan.It’s rare for figures from different royal families, especially those with distinct personal brands, and top fashion editors to come together on the same piece, which speaks to both the shirt’s versatility and subtle cultural dynamics.
What makes blue shirts so attractive
Founded in 2017 by former Tatler and British Vogue professional Pip Durell, With Nothing Underneath specializes in classic shirts inspired by men’s tailoring but tailored to women’s sizes and proportions. Inspired by men’s tailoring, British heritage and timeless style, the shirts stem from Durrell’s personal pursuit of shirts that fit women perfectly, are sustainably sourced and stand the test of time.They were born out of years of adapting men’s shirts to her needs. The brand combines her fashion knowledge and styling credentials with her own British, effortless dressing style, launching in her native London. Today, it has evolved into a range of wardrobe staples, from shirts to tailored trousers, that are no longer guided by trends or fleeting fashion moments, but are designed to be timeless pieces that allow you to live a simple life. In other words, With Nothing Underneath doesn’t just sell shirts; It is helping to define a fashion moment that blends classic elegance, practicality and modern wardrobe versatility.They are simple, casual, timeless, effortless garments inspired by Carolyn Bessette, Jane Birkin and Charlotte Rampling. The brand’s success is clear, with sales set to reach £5.7 million in 2024, an increase of 88% in three years. It ranks 52nd on the Sunday Times list of the top 100 fastest-growing British private companies. These numbers show that WNU is more than just a fleeting celebrity endorsement, it’s a brand on the rise.
Fashion influences beyond the blue shirt
The “royal effect” is still important. Kate’s sartorial choices have long influenced high street fashion, an influence sometimes referred to as the Kate Effect, which could generate hundreds of millions of dollars a year for British brands, and not just high-end ones. Mainstream retailers are seeing similar spikes. For example:
- Ice blue satin shirt from Marks & Spencer, £30
- Uniqlo’s best-selling oversized blue cotton shirt
When “royal style” permeates everyday wardrobes, these approachable pieces will benefit greatly. The moment also fits into a broader fashion pattern for early 2026. The light blue button-down shirt appears in fashion guides as a versatile essential for both office and casual wear.Color combinations like light blue and chocolate brown are considered must-try seasonal combinations. Meghan has long favored similar shirting pieces, reinforcing that timeless tailoring, and shirting in particular, remains the core of a sophisticated and “quiet luxury” wardrobe.
Why are blue shirts popular now?
This is more than just a shirt. It shows how royal wardrobes shape global fashion trends. It marks a rare fashion overlap between two of the decade’s most talked-about public figures, and highlights how good basics — not just flashy pieces — have become cultural touchpoints.
