Meghan Markle is reportedly set to ‘make millions’ from her ShopMy link, which she launched yesterday via her Instagram account.

And among the recommendations shared by the Duchess of Sussex, 43, is a long supported small British brand set up by an ex-Vogue staffer – yet her close pal Misha Nonoo’s brand nowhere to be seen.

The ‘shop’, where links mean Prince Harry‘s wife will be paid a commission for promoting clothes from other companies if her followers purchase an item through them, features a £120 ‘boyfriend’ linen shirt from cult company With Nothing Underneath.

The striped, button-down ensemble, evoking laid-back chic, is a silhouette often seen in the mother-of-two’s wardrobe.

So it’s no wonder that she has championed label since years back – with founder Pip Durell crediting Meghan with launching her into the mainstream after being spotted wearing her designs at events like the FORTUNE Most Powerful Women Summit and a shoot for charity Smart Works.

The 33-year-old started up WNU in 2017 – having spent years working in fashion magazines – with sustainability at the forefront.

‘I wanted to make something cool, elegant, ethical and affordable; a piece that really could be for everyone,’ she told Tatler just three years later, by which point Meghan was already a fan.

‘It was such an honour, and even more so because both times she has worn WNU she has been working on charity projects,’ Pip gushed, adding that an ‘influx’ of orders followed the Duchess’s influence.

Meghan Markle is reportedly set to ‘make millions’ from her ShopMy link, which she launched yesterday via her Instagram account
The 33-year-old started up WNU in 2017 – having spent years working in fashion magazines – with sustainability at the forefront

Speaking to Forbes that same year, the founder revealed that Meghan had even written a handwritten letter ‘to say how much she liked the company’s ethos’.

‘I had been contacted by Kensington Palace to say she owned some WNU, but I didn’t know if she would wear it publicly. Yes, it was bought anonymously from the site,’ she recalled.

‘The sales were unsurprisingly huge and the global awareness it created is a game changer for a small brand.’

Pip admitted that Meghan’s support ‘turned things around for them’.

‘The first time was in a behind the scenes video for Smartworks, and then she went to a meeting at a bakery and that image made it to the front cover of The Telegraph,’ she told Sheerluxe last April.

‘It gave us amazing international growth – and a huge leg up along with a cash injection. That said, it’s all well and good when someone opens the door for you like that, but you still have to have the skills and ability to walk through it.

Speaking to Forbes that same year, the founder (pictured in 2017) revealed that Meghan had even written a handwritten letter ‘to say how much like liked the company’s ethos’

‘If we weren’t going to make it, we’d still have fallen flat on our face – and by that, I mean if the product isn’t good, it won’t succeed, even if Kate Middleton is wearing your pieces day in, day out.’

In 2019, speaking to British Vogue, Pip also reflected on how Meghan serves as the perfect clientele for WNU.

‘It’s incredible that she has chosen to support a small independent British brand,’ she remarked.

‘My shirts are for women who have a great sense of style, but also want to get on with their day… Business women, mothers, anyone who wants to look good and start working on the bigger things that matter in a day.’

Pip, who has recently given birth to her first child, has from the get-go championed sustainability for her brand and in 2022, WNU became officially B Corp certified.

‘I’ve always been into style over fashion and it really came about when I was working at Vogue when I needed to be polished and put together and a shirt was always a great “uniform”,’ she told Dotty Dungarees in a recent interview.

‘The idea came about then and it wasn’t until 2 years later when I finally thought let’s see if we could make something cool, elegant, ethical and affordable – a piece that really could be for everyone. The first step was finding a manufacturer (in Twickenham!) to make me a sample and we went from there.

‘It’s a game of highs and lows that’s for sure. But when things go right its really a special feeling – and its true what they say, nothing replaces hard work.’

Pip, who has recently given birth to her first child, has from the get-go championed sustainability for her brand and in 2022, WNU became officially B Corp certified. Meghan pictured wearing a WNU shirt
Meghan wore the ‘husband’ shirt in white for her first official outing with Prince Harry in September 2017

Meghan brandished the WNU shirt on her ShopMy – amid a selection of other linen shirts from other designers – but nowhere among them were her friend Misha Nonoo‘s tops.

The tiny clue in Meghan Markle’s new shop that suggests she’s permanently changed her name

In 2020, Meghan sported her pal’s  £174 ‘husband’ shirt to visit her patronages the National Theatre and Mayhew animal welfare charity, both in London, on 8 January – hours before she and Harry announced they were stepping down.

The Duchess, who knows designer Misha from her pre-royal days, wore the pinstripe blue shirt under a £269 navy Massimo Dutti coat and accessorised with her favourite Suetables horoscope necklaces.

She has frequently used her status as a high-profile style icon to shine a light on Misha and her brand.

Meghan wore the ‘husband’ shirt in white for her first official outing with Prince Harry in September 2017 and chose to wear a skirt from the label when she launched her first solo charity endeavour, the Together cookbook, in September 2018.

She also enlisted Misha as one of her brand partners for the Smart Works charity clothing collection, which was unveiled in collaboration with John Lewis, Marks & Spencer and Jigsaw, in September last year.

It comes as Meghan this week revealed that she is now selling clothes through affiliate links on her online shop – despite claiming she’s ‘not an influencer’.

The tool is one commonly used by influencers, who can make thousands on social media platforms such as Instagram and TikTok by wearing and promoting clothes – and providing a link for shoppers to get their own.

The products so far being promoted by Meghan include a sleeveless gown costing more than £1,000; £600 Saint Laurent sandals and earrings which will set buyers back £200 – while other handpicked pieces included brands such as Heidi Merrick, Reformation and J Crew.

In a recent interview with People Magazine to promote her Netflix show, Meghan insisted she’s ‘not an influencer’ and instead views herself as a ‘female founder’ and ‘entrepreneur’.

She also recently launched her new podcast called Confessions Of A Female Founder and released a trailer for it on Tuesday morning.

But, speaking to FEMAIL, PR and branding expert Hayley Knight warned that her latest venture means it’s ‘difficult to deny’ that the Duchess is increasingly adopting ‘standard influencer behaviour’.

In the past, Meghan and her husband Prince Harry have emphasised the importance of ‘activism and philanthropy’ in their work via their Archewell Foundation – but Hayley warns that the addition of affiliate links could now ‘cheapen’ her overall brand.

‘The Duchess of Sussex has long positioned herself as an advocate, humanitarian, and media entrepreneur, distancing herself from traditional influencer culture,’ Hayley explained.

‘Yet, with this latest move, she is embracing a model that is predominantly about monetising and sales.

‘Meghan’s new shop directly contradicts her claim that she’s not an influencer because affiliate marketing is one of the most common revenue streams for influencers.

‘Meghan is also showcasing standard influencer behaviour by curating selections of products in order to drive sales, so it is not surprising that she has received backlash for there being a disconnect between her comments and her actions.’

The Duchess, who stepped back from frontline royal duties alongside her husband in 2020, wrote over a screen-recorded video of her new online store: ‘Many of you have asked, so here you go! A little shopping to start the week.’

Shortly after the storefront went live, some of the third-party websites – including of Neiman Marcus – went down as the Duchess’ fans rushed to get their hands on a pair of tan-coloured Saint Laurent mules that she has been spotted in on several occasions.

The Duchess – whose Netflix lifestyle show ‘With Love, Meghan’ was renewed for a second season despite negative reviews – is likely to earn a commission or cut on the sale of some of the clothes and accessories she promotes.

The wardrobe comprises mostly elevated basics, including linen shirts, crewneck sweaters, sunglasses, and handbags, in neutral shades like beige, brown, white, black, and navy blue.

Meghan teased there is ‘more to come’ ahead of the launch of her lifestyle company As Ever, following a significant rebrand and name change from American Riviera Orchard.