Fashion Brand Eponine, Loved By The Princess Of Wales, Announces Closure

A fashion label beloved by the Princess of Wales for nearly a decade is closing.

Eponine London, founded in 2011 by creative director Jet Shenkman, launched into the spotlight in 2016 when the Princess of Wales wore a stylish gingham dress by the designer.

In the years since, Kate has worn – and re-worn- several glamorous pieces from the bespoke label for public outings and royal appearances.

But in a surprise announcement, the brand has said its upcoming collection will be its last.

‘This feels surreal to write after fifteen years of business, but I wanted to tell you that AW25 will be our last Eponine collection,’ Shenkman announced in a statement posted to the brand’s official Instagram on Wednesday.

‘It has been the most wonderful journey, full of highs that I could never have dreamed of, but the time has come for us to close our doors in pursuit of pastures new.

The founder thanked the brand’s followers for the support over the years, saying: ‘Your kind words, enthusiasm for our collections and interest in the world of Eponine has been hugely touching and I’ll always be grateful to each one of you.⁠’

Shenkman confirmed Eponine will ‘close the studio doors for the last time at the end of the year.⁠’

‘Do keep an eye on our feed – some new ideas are forming which I will share in due course,’ she teased at the end.

Four years after starting out, the label found fame in March 2016 when the Princess of Wales was pictured wearing a £1,200 red and white gingham skirt suit for a visit to the mentoring programme of the XLP project at London Wall.

Shenkman once said she was ‘forever grateful’ to Kate.

‘It literally changed our business overnight,’ the founder said of the royal endorsement in an interview with People.

Kate rewore the same checkered outfit just a year later in March 2017.

Over the years the princess has worn a handful of pieces by the bespoke label.

In January 2017, she stepped out in East London wearing a blue knee-length dress by the designer, which she recycled a year later for a November 2018 outing.

The royal wore a black tweed dress from the label on two separate occasions: first in  February 2022 for a special theatre outing to see Dear Evan Hansen, and again in November 2021 for the Royal British Legion Festival of Remembrance.

In May 2021 she again opted for an outfit from the womenswear label, wearing a red coat to visit the National Portrait Gallery, for the launch of Hold Still.

Kate wore the piece again in Wales in June 2022 during Queen Elizabeth II’s three-day long Platinum Jubilee celebrations.

Later that year for the second ‘Together at Christmas’ carol service on December 15 at Westminster Abbey, Kate decked out for the holiday season in a burgundy Eponine London coatdress which she paired with matching accessories.

She rewore the same outfit in September 2023 for an appearance at St David’s Cathedral to commemorate the life of the late Queen Elizabeth II on the first anniversary of the monarch’s death.

The princess isn’t the only royal to endorse the London label.

Princess Eugenie wore a red dress by Eponine London for the late Queen’s 90th birthday celebration in 2016.

Prince Harry’s ex-girlfriend Cressida Bonas has also been known to wear the label.

It comes just a month after Samantha Cameron’s fashion label Cefin, worn by the Princess of Wales and Queen Camilla announced it was winding down.

Lady Cameron, the wife of former Prime Minister David, launched Cefinn in 2017, and once counted Gillian Andersonand Holly Willoughby but also Queen Camilla and Kate among its fans.

But despite producing around 30 collections, the brand failed to break even and will soon close its two London shops.