In the era before social media and influencers, it was challenging to determine which dressmakers, hatters, or cosmetics companies were favored by the royal family. However, a solution came in the form of the royal warrant, a special designation granted by British rulers since the 15th century. This exclusive privilege allowed chosen brands to showcase the royal arms in their trade, signifying their products as being of royal favor. Throughout the years, the tradition of the royal warrant has continued to thrive, and receiving this prestigious honor has become the ultimate validation for a brand.
The presence of a royal warrant grants a brand the status of being a VIP (or VIB – Very Important Brand). According to William Hanson, a British etiquette coach and director of The English Manner, royal warrant holders are authorized to display the appropriate royal arms in their marketing materials. He provides the iconic Fortnum and Mason’s signature bags from London department store as an example. This designation is bestowed upon brands by specific members of the royal family, including Queen Elizabeth II, the Queen Mother, and the Duke of Edinburgh. Notably, King Charles III once held a warrant while he was the Prince of Wales. Additionally, Prince William, when he eventually assumes the title of the Prince of Wales, is expected to grant his own warrants. When King Charles III ascends the throne, he will receive a new warrant as the monarch.
As Queen Elizabeth’s reign draws closer to its end in 2022, the fate of the royal warrants issued by her remains uncertain. William Hanson explains that while some businesses may receive new warrants from the incoming King, especially if they had previously held one of Charles’ warrants, others may lose out and become warrant-less. The transition of royal approvals from one monarch to the next poses an intriguing question for these esteemed brands.
Amidst the realm of royal warrants, British fashion house Burberry reigns as one of the most renowned brands. Queen Elizabeth herself granted Burberry the royal warrant in 1955 for its iconic check-lined raincoats. This exclusive privilege continues, as the former Prince of Wales and future King Charles III, also issued a warrant to Burberry as an outfitter of clothing. Over the years, Kate Middleton, the Duchess of Cambridge, has been spotted wearing Burberry’s sharply tailored suits, classic jackets, and elegant dresses. Beyond their famous trench coats, Burberry offers an array of other luxurious products such as scarves and card cases, all adorned with the brand’s signature check pattern.
While social media may now play a significant role in determining fashion trends, the royal warrant remains an enduring symbol of excellence and distinction. Brands blessed with this highest honor possess a royal stamp of approval that resonates with consumers worldwide. As the British monarchy continues its legacy, the royal warrant continues to be a coveted symbol of prestige, ensuring that certain brands are forever intertwined with royal favor.