Who led royal fashion expenses in 2025? $1.6M collectively and an unexpected #1

In 2025, as inflation continued to dominate public debate across much of the world, fashion once again occupied an uncomfortable and fascinating place within Europe’s monarchies. Dressing is never innocent when you wear a crown, but it is never trivial either. Every new coat, every debut look, and every jewel that reappears or does not is read as a message. This is why putting numbers to something that typically exists in the realm of intuition is so revealing: who makes the most debuts, who spends the most, and who utilizes their wardrobe as a tool of representation? 

The annual ranking compiled by UFO No More, which analyzes with surgical precision the value of garments and accessories debuted by 20 royals throughout the year, offers a striking and eloquent snapshot: more than $1.84 million spent on new fashion at public engagements during 2025. There are a few surprises at the top of the lis

1. Princess Olympia of Greece 

Princess Olympia of Greece clearly leads the ranking. In 2025 she debuted 79 pieces, only five of which remained unidentified, and the total value of her new wardrobe reached $278,822.42. The most striking figure is the average: $3,927.07 per item, the highest on the entire list. Olympia operates in a different league, closer to international luxury than to institutional dressing, and her numbers reflect an understanding of fashion as a natural extension of her public profile.

© Mondadori Portfolio via Getty ImPrincess Maria-Olympia of Greece and Denmark on the red carpet of the world premiere of the film Brunello, Il Visionario Garbato at the Cinecitta studios.
2. Princess Charlene of Monaco

Princess Charlene of Monaco takes second place with spending very close to Olympia’s, at $276,413.54. In her case, volume is key. She debuted 156 pieces, 12 of them unidentified, with an average of $2,159.48 per item, the third highest in the ranking. Her numbers point to a year packed with engagements and a wardrobe that continues to favor high-value pieces.

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3. Meghan Markle

The Duchess of Sussex lands near the top of the list again. In 2025 she debuted 207 items, the highest number among all the royals analyzed. Of those, 196 could be identified, bringing her total spending to $190,047.64. Her average price per piece was $969.64, a restrained figure given the volume and the constant media scrutiny surrounding every appearance.

© Arnold Jerocki
4. Queen Máxima of the Netherlands

Máxima of the Netherlands debuted 96 pieces over the year, with only two left unidentified. Her total comes to $115,563.67, and her average sits at $1,894.49 per item, one of the highest in the ranking. Fewer items and more investment is a formula the queen has been working for years.

© Dutch Press/The Grosby Group

5. Zara Tindall

Zara Tindall stands out for how solid her numbers are. She debuted 107 pieces, all of them identified, with total spending of $102,478.61. Her average price per item was $1,101.92, balancing practicality and public presence without going overboard.

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6. The Duchess of Edinburgh

The Duchess of Edinburgh debuted 105 pieces in 2025, but nine of these pieces remained unidentified. The total tracked spending amounted to $94,240.09, resulting in an average of $1,002.56 per item. The numbers clearly reflect that 2025 was a particularly busy year for her.

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7. Catherine, Princess of Wales

The Princess of Wales debuted 75 pieces, all of them identified, with total spending of $92,978.67. Her average of $1,408.77 per item puts her in the middle of the pack: fewer debuts, but higher-value pieces on an individual basis.

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8. Princess Marie Chantal of Greece

Marie Chantal of Greece debuted 38 pieces, with six unidentified, for a total spend of $90,659.85. Her average of $3,021.99 per item is the second highest in the ranking, confirming an approach that clearly leans into luxury.

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9. Queen Mary of Denmark

QQueen Mary of Denmark debuted 106 pieces in 2025, with five pieces remaining unidentified, for a total expenditure of $86,384.79. Her average of $949.29 per item reflects a broad and functional wardrobe that is closely aligned with her demanding institutional schedule.

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10. Princess Beatrice of York

Beatrice of York debuted 55 pieces, all of them identified, with total spending of $61,728.65 and an average of $1,122.34 per item. Fewer appearances overall, but steady in value.

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11. Grand Duchess Stéphanie of Luxembourg

Stéphanie of Luxembourg debuted 110 pieces, with 12 unidentified, and total spending of $59,493.85. Her average of $683.83 per item is among the more moderate figures on the list.

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12. Crown Princess Victoria of Sweden

Victoria of Sweden debuted 111 pieces, with 14 remaining unidentified, and her total spending reached $55,995.90. Her average of $636.31 per item reinforces her reputation for restraint and rewearing.

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13. Grand Duchess Maria Teresa of Luxembourg

Maria Teresa of Luxembourg debuted 56 pieces, with eight unidentified, and total spending of $55,377.10. Her average came to $1,628.74 per item, notably high.

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14. Princess Madeleine of Sweden

Madeleine of Sweden debuted 83 pieces, with 11 unidentified, totaling $54,625.55 and an average of $780.36 per item.

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15. Crown Princess Mette-Marit of Norway

Mette-Marit of Norway debuted 56 pieces, with only two unidentified, and total spending of $52,572.97. Her average stood at $1,051.46 per item.

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16. Queen Letizia

Queen Letizia debuted 145 pieces in 2025, 113 of which could be identified, with total tracked spending of $49,819.72. Her average of $437.01 per item is the lowest in the ranking, which explains her position despite the high number of debuts.

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17. Princess Eugenie of York

Eugenie of York debuted 35 pieces, all of them identified, with total spending of $49,242.72 and an average of $1,406.93 per item.

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18. Queen Mathilde of Belgium

Mathilde of Belgium debuted 107 pieces, with eight unidentified, reaching $48,512.46. Her average was $770.04 per item.

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19. Princess Sofia of Sweden

Sofia of Sweden debuted 24 pieces, with one unidentified, and total spending was $23,785.77. Her average came to $1,081.17 per item.

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20. Princess Marie of Denmark

Marie of Denmark closes the ranking with 23 debut pieces, two of them unidentified, and a total spend of $8,814.33. Her average was $518.49 per item.

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