Sophie Grgoire-Trudeau, wife of Justin Trudeau, is Canada's latest style icon

Gracing the pagesof the latest issue of fashion bible Vogue and inspiring myriad tweets, blogposts and articles abouther sartorial choices, Sophie Grgoire-Trudeau is Canada's latest fashion icon.

• PHOTOS |Sophie Grgoire, wife of Justin Trudeau, shares the spotlight

InGrgoire-Trudeau,wife of Prime Minister Justin Trudeau,the Canadianfashion industry hasfinally got what it's been waiting for: an internationally recognized figure garneringlots of media attention, who loves fashion and though she doesn't exclusively wear all-Canadian designsis perfectly poised to promote the homegrown industry.

The Sophie effect: Sophie Grgoire-Trudeau puts the spotlight on Canadian designs

9 years ago

Duration 1:54

Gracing the pages of Vogue and inspiring much discussion about her sartorial choices, Sophie Grgoire-Trudeau is Canada's latest fashion icon.

She's alreadysparked a sort of "Sophieeffect" in which likeKateMiddleton, theDuchessof Cambridge herwardrobe selections are instantlydissectedand immediately sought after: fromthe Erdem dress she wore to Trudeau's swearing-in to the vintage-styleChapeaux de Madeleinehat she wore onRemembrance Day to herSentalercoat.

"It'sbeen very,very positive, amazing for the brand,"BojanaSentaler, creative director of Toronto-basedSentaler, told CBC News.

"The response we've seen across the nation has been incredible. Sophie really helped us put Sentaler on the map across the entire nation. Clientswant the coat that Sophie is wearing ...it's been quite incredible."

If she can chat it up for us or strut a little bit,she does a wonderful service because she looks so great in the clothes. It's a win-win situation for all of us.'- Jeanne Beker

With greater attention comes scrutiny, of course.

That Grgoire-Trudeauwore anOscar de laRenta dressand notaCanadian designin the Vogue spreaddisappointed some Canadians. Also,a press release from Birks trumpeting a diamond brooch she wore to meet the Queen wasn't so enthusiastically received by thePrime Minister's Office.

Alan Middleton, assistant professor of marketing at York University's Schulich School of Business, says the Birks flap showed the team's inexperience with these kind of matters and that in the future the PMO will have to be transparent and communicate whether items worn are donations or not.

"First of all the opposition is going to be all over it, [and] secondly and mostly importantly it's against the brand Justin Trudeau is trying to establish, which is open and authentic ," said Middleton.

Some might consider fashion a flight of fancy, but for the domestic industry, a likeable style icon with an international profilecan provide a much-needed boostand serve as an advocate forCanadian fashion.

• Justin Trudeau and Sophie Grgoire-Trudeau pose for Vogue photo shoot

• Vogue photographer hopes Trudeau profile inspires new tone in U.S. politics

"If we can get international tongues wagging about what our prime minister's wife is wearing, that pleases people," according to veteran fashion journalistJeanneBeker.

"If they areinterested and if she can chat it up for us or strut a little bit,she does a wonderful service because she looks so great in the clothes. It's a win-win situation for all of us."

Jeanne Beker on Sophie Grgoire-Trudeau's style

9 years ago

Duration 2:38

The veteran fashion journalist discusses what Sophie Grgoire-Trudeau's style choices can do for the Canadian fashion industry.