Princess Kate’s go-to brand is offering up to 50% off in huge sale | Royal | News

For years, the Princess of Wales has championed British fashion labels that quietly combine craftsmanship with timeless style, and one name that has remained a firm favourite is Penelope Chilvers. From classic leather boots to effortlessly chic espadrilles, Princess Catherine, 44, and Duchess Sophie, has worn the brand on countless occasions over the years, helping cement its place as one of the most recognisable names in understated luxury.

Now, shoppers can snap up the royal-approved label for less, with Penelope Chilvers launching a major sale offering up to 50% off selected footwear, clothing and accessories. Despite dressing one of the world’s most photographed women, founder Penelope Chilvers insists the brand has never set out to become flashy.

Speaking exclusively to the Daily Express, she said: “I don’t really think of us as a household name. I feel like not many people know us, although people do recognise us, particularly because of Catherine.”

She continued: “That’s actually what makes the brand so special because we call ourselves ‘a private adventure’. People discover us and feel they love the brand because it’s very special, it’s niche, and it’s not showy. It’s understated, and I think that’s what people really love about us.”

That understated philosophy has become something of a signature for the Princess herself, whose wardrobe is often built around investment pieces that can be worn season after season rather than fleeting trends.

While Penelope Chilvers is best known for its handcrafted footwear, the brand has evolved into much more than just boots and shoes.

Visitors browsing the current sale will also find clothing, handbags and accessories, all reflecting the same relaxed yet polished aesthetic that has attracted a loyal following for more than two decades.

According to Penelope, the shopping experience is just as important as the products themselves.

She explained: “I would say it’s a very unique experience coming into the shop because there’s so much to look at, but you’re not overwhelmed. It’s cosy, intimate and friendly, and I think that’s very much what our brand is as well. We’re approachable and our customers are incredibly loyal. They don’t just come in once; many of them come back two or three times a week, and they’re very much part of the Penelope Chilvers family.”

It’s that sense of community, she says, that continues to set the brand apart in an increasingly competitive fashion market.

Rather than simply selling footwear, Penelope believes the company has built lasting relationships with its customers by understanding exactly how and where they’ll wear each piece.

She said: “We’re not just a shoe store, we’re a lifestyle brand. We always know what our customers are buying our shoes for and where they’re going. We listen to their feedback every single day, and I think that’s one of the reasons we’ve built such a loyal following. People become completely invested in the brand, and that’s something I never take for granted.”

With up to 50% off across selected footwear, clothing and accessories, the latest sale offers shoppers the perfect opportunity to invest in one of Princess Catherine’s favourite British brands without paying full price.

Whether you’re looking for timeless leather boots, everyday espadrilles or classic wardrobe staples, the royal-approved label continues to prove that understated style never goes out of fashion.

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