Princess Kako’s sapphire blue dress sold out instantly, recreating the “Kako effect”

Princess Yoshiko of Japan. (AFP)

Princess Kako of Japan has always attracted attention for her elegant and outstanding dressing sense. The clothes and accessories she wears when attending public events are often sold out instantly after being exposed. This phenomenon, which the Japanese media calls the "Kako effect", has been confirmed again recently. In the past, whether it was traditional craft earrings or affordable brand jackets, Princess Kako's outfits triggered a rush to buy. Now a new clothing brand has been added to the sold-out list.

Princess Kako's outfits often spark a trend of imitation. (AFP)

Recently, Princess Kako attended the 43rd National Sign Language Speech Contest for High School Students held in Tokyo. During the event, she delivered a speech in sign language and expressed her care for the victims of the earthquake and heavy rain. In addition to showing her people-friendly style, Princess Kako's outfit that day attracted the focus of everyone's attention. Unlike the calm dark blue that her mother, Princess Noriko, and her sister, Mako Komuro, often chose when attending sign language events in the past, Princess Kako chose a bright sapphire blue dress, showing a unique and distinctive personal style.

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Princess Kako attended the event and showed off her sign language to show her people-friendly style. (Photo taken from IG)

According to the Japanese media "Female Seven", this dress comes from the local Japanese brand "kay me". The brand's design concept is "work clothes that support busy women". Princess Kako's chiffon fishtail dress is priced at 61,600 yen (approximately NT$12,330) including tax. The design is unique. The arms and calves are made of slightly see-through chiffon material. The fishtail A-line cut that naturally sways when walking is more elegant and elegant.

Although the unit price is not cheap, this dress immediately sparked heated discussions after Princess Kako's appearance. The brand sent a message to customers through the official messaging software the next night, low-key recommending the "charm of sapphire blue", which immediately triggered a rush and sold out quickly. Although the brand decided to increase production a few days later, the popular sizes were still sold out instantly, and the next wave of replenishment would not even happen until October.

Princess Kako's dress sold out instantly. (Photo taken from kay me official website)

The Japanese royal family has an unwritten rule to "avoid wearing clothing with easily identifiable brands" in order to maintain neutrality and avoid endorsing specific companies. However, in today's era of advanced Internet and AI technology, the items worn by royal family members are easily identifiable by the public. Since Princess Kako's style is widely loved, it often triggers imitation effects. Without deliberate publicity, this "Kako sold-out effect" is expected to continue to exert influence in the future.

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