The Prince William-approved brands to add to your rotation

Prince William has long been considered a style icon. A consistently considered dresser (no doubt given his presence in the public eye), he is renowned for his effortless blend of tradition and trend, combining classic cuts with contemporary details.

Whether he’s attending a black-tie charity gala or ambling through the English countryside, the Prince of Wales always manages to look sharp. And the best part? His style can be easily imitated, even by us lowly commoners. It’s a mere matter of looking to the labels that the Prince has depended on over the years (many of which are more accessible than you might think) and choosing a staple piece or two to integrate into your own wardrobe. Here’s where to start…

Prince William wearing L.G.R. at Wimbledon 2025. Image: Getty

Prince William favours elegant and functional accessories that are made to stand the test of time, which explains his penchant for L.G.R., an Italian eyewear brand that prides itself on its meticulous artisanal construction of sunglasses and optical frames. The Prince was most recently seen wearing his signature L.G.R. Suez sunglasses – an iconic silhouette inspired by the perfectionism of Swiss architects – while attending Wimbledon in July. He’s not the only famous fan of L.G.R. – celebrities like Adam Driver, Anne Hathaway and Luke Evans have been seen sporting the brand’s shades.

Prince William wearing Luca Faloni in Belize, 2022. Image: Getty

Luca Faloni’s eponymous brand is another Italian label that has caught the attention of A-listers and royalty, including Prince William, who adores its Italian-made shirts and crewneck sweaters. The Luca Faloni philosophy is founded upon creating timeless, trend-transcending wardrobe staples made from the very best materials – like silk-cashmere, Italian linen and full-grain leather. The brand works closely with skilled artisans to produce these pieces, which are meticulously refined year after year.

Prince William wearing Gieves & Hawkes on his wedding day at Westminster Abbey on April 29, 2011. Image: Getty

With roots dating back to 1771, Gieves & Hawkes is one of the oldest and most prestigious bespoke tailoring houses on Savile Row – and a royal favourite (it has held a Royal Warrant since George III in 1789). Known for its rich heritage in crafting military uniforms and formalwear, the brand has long been associated with the Royal Family. So much so that Prince William chose to wear his Gieves & Hawkes military tailoring on his wedding day, taking after his father, who wore Gieves & Hawkes upon marrying Princess Diana.

Prince William wearing Barbour in 2004. Image: Getty

Few brands encapsulate classic English countryside style quite like Barbour, a family-owned British brand that’s been a royal staple for generations, and continues to maintain its Royal Warrant. Prince William has been a loyal Barbour wearer since childhood, and he is often seen donning his trusty wax Barbour jacket during rural outings, pairing practicality with polish.

Prince William wearing his Omega watch in 2024. Image: Getty

When it comes to watches, Prince William is a fierce monogamist, dedicated to one watch only: his beloved Omega Seamaster 300. Whether he’s meeting with foreign dignitaries or keeping it casual, this is the only watch he wears – and for very good reason. The watch was a gift from William’s late mother, Princess Diana, before her untimely death in 1997. With a deep blue dial and subtle wave pattern, it’s decidedly unshowy and extremely versatile.

Prince William wearing Purified at Earthshot in Cape Town, 2024. Image: Getty

So it might not have a Royal Warrant, and it certainly hasn’t been around for generations, but Prince William’s latest footwear obsession has some serious eco credentials. The Prince was spotted in Cape Town at last year’s Earthshot Prize – his environmental awards ceremony – wearing trainers from the north London-based brand Purified, which uses natural and biodegradable materials to produce super comfortable, super sustainable shoes.

These are the brands favoured by Prince William's father, King Charles III...