In response to Princess Kate’s public apology to children for not wearing a dress, Sumissura launches a campaign rewriting the rules of femininity and power dressing.
Zurich, Switzerland — October 2025.
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.
But the moment that captured hearts came when she crouched down before young royal fans in their princess dresses and said:
But the moment that captured hearts came when she crouched down before young royal fans in their princess dresses and said:
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“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.
Nancy Peyer, Head of Brand at Sumissura
Campaign: Princesses Wear Suits
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 embody modern royalty: poised, purposeful, and unapologetically themselves.
- Photographic manifesto — Real women in tailored suits, imagined as modern royalty, photographed in settings that evoke both strength 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 clichés, 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
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.
Sumissura
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 powerful.
Nancy Peyer, Head of branding
www.sumissura.com
About Sumissura
Founded in 2013, Sumissura has redefined made-to-measure fashion for women worldwide. Every blazer, coat, suit, and shirt is tailored individually through an online platform — blending precision craftsmanship and radical personalization.