“Where Is My Dress?” Kate’s Sweet Apology Sparks a Revolution
On October 2, Princess Kate visited RAF Coningsby, wearing a grey trouser suit, and met with personnel, toured a flight simulator, and interacted with the families stationed at the base. This is one of the most important bases in the United Kingdom. The Princess, who was named Royal Honorary Air Commodore in 2023, had a busy and adventurous day planned, as she performed a “lap of death” in a flight simulator in the training center. She needed to dress comfortably, in a look that would stay put while still looking appropriate for the occasion.
The moment that captured hearts came when she crouched down before young royal fans in their princess dresses and said: “I’m sorry I didn’t wear my dress today. Where is my dress? If I had known…”
That gentle apology reverberated far beyond the crowd – because it revealed a deeper truth: that even royalty feels the pressure of gendered expectations. A dress as a symbol, a script
written long ago, still casts its shadow.
“When Princess Kate apologised for not wearing a dress, she wasn’t making a fashion confession — she was voicing what millions of women internalise daily. We exist to flip the narrative: princesses wear suits too. Because power, poise, and agency aren’t fragile — they’re formidable.” Said Nancy Peyer, Head of Brand at Sumissura.
As a result, Sumissura, the Swiss brand known for made-to-measure suits for women is launching a new campaign titled “Princesses Wear Suits.” The initiative celebrates women who embrace modern style: poised, purposeful, and are unapologetically themselves.
Photographic manifesto- Real women in tailored suits, imagined as modern royalty, photographed in settings that evoke both strenght and softness.
Digital storytelling- Narratives from customers who broke out of style boxes and found their voice through custom tailoring.
Social movement- Hashtags like #PrincessesWearSuits and #SumissuraWomen to drive discourse, reclaim cliches and invite women to redefine elegance and authority on their own terms.
Sumissura’s new campaign aims to challenge stereotypes at every level- in boardrooms, on red carpets, in classrooms, and on that dreamer’s bedroom wall.
Sumissura grey pansuit
Every garment Sumissura makes is custom-measured. It’s not about fitting into a mould — it’s about designing your own mould. A woman doesn’t have to choose between strength and femininity; the cut, the silhouette, and the fabric can hold it all.
Each custom-made piece is more than fabric and fit — it’s a symbol of agency. Designed online and tailored individually, every suit tells a story that begins not with once upon a time, but with right now.
“We don’t want to dress women for power. We want to dress women as power. The suit is today’s enamel. The princess is sovereign. And in that, there is no apology.” Said Nancy Peyer.