You’ve actually been living under a rock if you have to google who Meghan Markle is. The former actress and newest addition to the Royal family promptly captured Prince Harry’s heart, with the rest of the world quickly following suit. The infatuation with the royal family is due in part to the fact that the family is the perfect balance of relatable and enviable with Meghan, in particular, being a true testament to that; she had a humble American upbringing that eventually led to a marriage with a handsome Prince. The obsession the world has with her is strong; so much so that the enamoration with the new Duchess has a name: the ‘Meghan Markle Effect’.

The best part about this ‘effect’ is that the Duchess is aware of it and chooses to use her fashion choices that are so very in the public eye to send positive messages. The message in question during the couple’s first royal tour was the importance of sustainable fashion as the 37-year-old touted several eco-friendly brands throughout Australia, New Zealand and Fiji. Meghan’s show of support for sustainability here makes sense as the royal tour is focused on youth leadership, the Invictus Games, and environmental and conservation efforts but we were stoked to see the strong focus on sustainable fashion, nonetheless. It’s a serious win for conscious fashion and will likely show people around the world to the importance of their buying power.

Here are the brands she showed her support for (that are most likely getting some serious, well-deserved love recently!):

Veja

While watching sailing with Prince Harry during the Invictus Games, Meghan wore sustainable leather trainers from French label, Veja. The transparent footwear brand has been making eco-friendly sneakers since 2005 that respect both the people involved in the manufacturing process as well as the environment.

Veja V-10 Leather Trainers, $150

Outland Denim

Several times throughout the tour, Meghan rocked a pair of black skinny jeans from Australian-based Outland Denim, a brand that offers ethical employment and training to women rescued from human trafficking & sexual exploitation in Asia. Additionally, the certified B-CORP only use the finest raw materials, such as organic cotton to make their denim.

Outland Denim Harriet Jeans, $195

Stella McCartney

For the opening of the Invictus Games, the mother-to-be re-wore a navy cape dress by Stella McCartney that made its’ initial debut at the Queen’s 92nd birthday earlier this year. The British designer is a huge advocate for eco-friendly fashion; never using fur or leather in her designs and sourcing as many sustainable materials as possible.

Stella McCartney Cape Back Dress (Similar), $1995

Reformation

For the couple’s day trip to Fraser Island in Australia, the Duchess wore a striped linen maxi dress from Los Angeles label, Reformation, a uber-popular brand that puts sustainability at the forefront of everything they do. The dress, which has since sold out, worked perfectly as a maternity dress with the loose, tied-waist style.

Reformation Pineapple Dress, $218

Rothy’s

For a boat ride on the Sydney Harbour, the former actress changed from heels into a pair of practical Rothy’s black flats that are made entirely out of recycled plastic water bottles. The company has already repurposed 18 million water bottles in the creation of their shoes and that number is expected to grow rapidly due to the ‘Meghan Markle effect’.

Rothy’s Pointed Toe Flat, $145

Cuyana

The philosophy behind San Francisco-based Cuyana is ‘fewer, better’ which is clearly showcased in the brand’s quality craftsmanship and attention to detail. The saddle bag the Duchess of Sussex wore as she departed Sydney for the final leg of the royal tour to was crafted consciously in Italy from high-quality Italian leather and finished with polished hardware and a chain strap for a simple yet elegant finish.

Cuyana Mini Chain Saddle Bag, $225

Maggie Marilyn

When the royal couple attended an event at production company Courtenay Creative in Wellington, the duchess wore a custom white tuxedo dress by Maggie Marilyn, a New Zealand based label that creates all their expertly tailored pieces consciously. The original design featured ruched long sleeves but Meghan chose a sleek, sleeveless rendition of the young designer’s tuxedo dress.

Maggie Marilyn Leap of Faith Dress, $650

All of the Sustainable Fashion Brands Meghan Markle Wore on the Royal Tour