If there was any doubt Sarah Burton could successfully takeover the Alexander McQueen brand after his untimely death in February of 2010, it is now put to rest after the unveiling of the Catherine Elizabeth Middleton wedding dress. Even though Burton has had two extremely well received fashion shows since McQueen's death, this royally commissioned dress will surely elevate this brand to even greater heights. What a perfect audience and event for a relatively new head of a fashion house. Approximately 2 billion people worldwide glued to their televisions wanting the same thing - the answer to the long awaited question of who's the designer.
It was a union made in heaven. The McQueen brand needed legitimacy after appointing a new creative head with arguably limited experience. Kate needed a dose of modern style after being criticized for her overly conservative fashion sense. Who better to turn to than Burton, the head of one of Britain's edgier brands? Kate is now a step closer to identifying her own unique style and Burton has delivered a brand building standing ovation in the world of fashion. Both parties in this branding partnership walked away with a whole bag of marbles.
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