Princess Kate's favourite fashion brand announces shock closure - 'the time has come'

A fashion brand loved by the Princess of Wales will close down for good. Eponine London confirmed in a statement that "the time has come" for the store to close.

They said: "It has been the most wonderful journey, full of highs that I could never have dreamed of, but the time has come for us to close our doors in pursuit of pastures new."

Founded in 2011 by Jet Shenkman, the brand was popular thanks partly to Princess Kate - who wore a gingham shirt suit by the designer in 2016.

Since then, Kate has sported a number of Eponinse collections for various public appearance.

Ms Shenkman started the business from her basement in her Kensington home.

However, a fall in demand has left the business struggling, culminating in the difficult decision to close down the company.

Speaking to the Telegraph, Ms Shenkman said: "To dress someone like the Princess of Wales is one of the most wonderful gifts I have received. It is going to be the best story to tell my granddaughters when they grow up.

"I hope that she will continue to make a difference. It gave us a stage that we could never have dreamed of."

She previously told People how Princess Kate's support boosted the business.

Ms Shenkman added: "It literally changed our business overnight. We never, ever take it for granted - it really is just the biggest compliment for us and we feel so grateful."