EXCLUSIVE Kate's favoured designer Jade Holland Cooper admits she 'never knows when the royal is going to wear her brand' - and says first time was a 'truly a career highlight'

Daily Mail​

17-05-2025

The Princess of Wales knows that a stylish, tailored blazer can bring an outfit together in an instant - and recently, she delivered a masterclass in styling a tweed jacket from one of her favourite designers, Jade Holland Cooper.
During Kate, 42, and the Prince of Wales' recent royal visit to Scotland to mark their 14th wedding anniversary, the royal donned a double-breasted brown herringbone blazer by the quintessential British brand.
Holland Cooper is known for its sharp tailoring and the piece worn by Kate is no exception, with it featuring a longline style cut close to the body with hip pockets, a luxury satin line, and signature gold Holland Cooper hardware that complimented the brown herringbone fabric.
The Princess gave the blazer a more casual look by wearing it over a light blue button-shirt with the cuffs exposed and dark skinny jeans, complete with a pair of rustic chic brown leather boots.
Kate is a longtime fan of Holland Cooper, having worn the brand in numerous royal engagements over the years.
But despite the royal's clear appreciation for the designer's clothing of the past several years, Jade Holland Cooper has admitted that even now, she still 'never knows when Kate is going to wear the brand'.
Speaking to FEMAIL about the future Queen wearing her creations, the British fashion designer, who is married to the co-founder of clothing label Superdry, Julian Dunkerton, said: 'It was such a special moment for me, even better that she is a genuine fan of the brand.
'She is the epitome of classic style, just the perfect endorsement and ambassador for all brand Holland Cooper stands for.'
Discussing whether she's ever warned ahead of time that Kate will be making an appearance in one of her designs, Jade revealed: 'No, we never know when she is going to wear it.
'The first time, I was actually on a photoshoot in the middle of a field on a shoot we were doing to launch our dog accessories range. I checked my phone and had so many missed calls from the team, it was a truly a career highlight for me.'
In 2023, Kate wore a white bodysuit by Holland Cooper under her tailored burgundy suit by Roland Mouret at a reception that took place ahead of her inaugural Shaping Us National Symposium.
That same year, she wore a sleek pair of white trousers by the designer, paired with a bespoke coat by Savile Row tailor Chris Kerr at her Together at Christmas carol concert at Westminster Abbey.
Other times she has worn the British brand include the £179 Fairisle knit jumper she wore to present a 2022 CBeebies bedtime story - which sold out after she appeared on TV with it - and the Knightsbridge Coat to the Six Nations that same year.
Jade, whose father was a farmer and mother was a fashion designer, founded Holland Cooper in 2008 at Badminton Horse Trials. Fifteen years later, the company is predicted a £40million annual turnover.
Later that same year, at her Together at Christmas carol service, she wore an elegant ivory coat by Savile Row tailor Chris Kerr over a pair of sleek high-waisted ivory trousers by Holland Cooper
'I noticed a gap in the market for stylish and flattering country clothes,' explained the businesswoman.
'All the tweeds were ill-fitting, I wanted to create garments that were not only fit for purpose, but looked amazing and empowered the women who wore them.
'I had a tiny stand at Badminton Horse Trials, selling tweed miniskirts – we soon sold out. I appreciated the demand and abandoned my studies at the Royal Agricultural College in order to start a business; Holland Cooper was born.'
The designer says she has always been entrepreneurial, having even started her own egg selling business as a child, where she would trade the eggs from her chickens locally.
'I watched both my parents start businesses and work hard and this made me want to do the same, with the drive to succeed,' said Jade.
The fashion designer said seeing racegoers at Cheltenham Festival wearing her attire 'is one of the highlights of the year for me.'
'Our tailoring is timeless, and its lovely to see the same pieces from 15 years ago being styled with new pieces to create the perfect racing looks,' she explained.
Sharing her tips for race day dressing, she said: 'Layering is key to making sure you look great but also enjoy the day,' adding: 'It is always freezing!'
The Princess made quite a statement at the 2022 Six Nations match between England and Wales, where she wore the black-and-white houndstooth Knightsbridge Coat by the brand
Kate has stepped out in Jade Holland Cooper's eponymous clothing range a number of times - including in 2022 when the £179 Fairisle knit sweater the royal wore to present a CBeebies bedtime story (pictured) sold out
She continued: 'I think people assume racing means green tweeds, although these are a classic, I like to try bright bolder looks.'
Meanwhile, she warned: 'The ground is often muddy, and you are on your feet most of the day, so a flat boot or chunky heel is necessary.'
Discussing the perfect accessories, she added: 'It is a busy day and a cross body bag is a must. I always tell my customers that leather gloves are a must; a silk scarf can really elevate your look and one of our trilby hats.