LONDON — What is the color of victory?
Ask the ladies of Britain’s Labour Party and they’ll say it’s turquoise, cream, or the deep orange-red of an Aperol spritz, courtesy of the British clothing and accessories label Me+Em.
Although Me+Em has been dressing royals, celebrities and working women for 15 years, the label known for its vibrant color palette is now on everyone’s lips after First Lady Victoria Starmer and Deputy Prime Minister Angela Rayner wore its looks on election night and for the victors’ parade into No. 10 Downing Street the next day.
It’s not just the Labour Party winners who’ve embraced the label. The Princess of Wales has been wearing Me+Em for years, as have Helen Mirren, Amal Clooney, Olivia Colman, Margot Robbie and Katie Holmes.
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They’re choosing it for a variety of reasons. The shapes and colors are flattering, and the prices aren’t crazy.
Starmer’s cocktail-colored, orange-red midi dress costs 275 pounds, and is also crease-resistant and machine-washable, while Rayner’s bright turquoise, wide-leg trouser suit costs 550 pounds. In the land between high street fashion and luxury, that’s practically a steal.
The styles are spot-on, too, argues Ruth Chapman, cofounder of the multibrand retailer Matches.
Chapman said Me+Em’s founder Clare Hornby “does her own thing, she’s smart and she’s making great clothes. There’s no luxury snobbery about it, it’s not expensive, and it’s well made. I really admire that. If you don’t know what to buy right now, it’s a great place to start for a T-shirt, a pair of jeans,” or anything else, Chapman told WWD.
Peter Bevan, a London-based stylist, believes Me+Em has a “unique take on workwear, whether that’s through an exaggerated silhouette or premium fabrics. It’s less traditional than the likes of Hobbs or Karen Millen, but still feels professional and put together,” said Bevan, referring to two British high street brands.
Me+Em‘s aim is to be a “one-stop shop” for busy women, dressing them from day to night with an array of multitasking pieces. Hornby, who founded the direct-to-consumer business in 2009, describes Me+Em’s approach as “fashion Lego,” meaning that pieces should be able to multitask, layer and work together season after season.
To wit, belts are double-sided; trousers have two sets of loops; and sweaters have detachable necklines. Sleeves on some of the blouses have a hidden elastic at the back “so you can push them out of the way when you’re doing the washing-up,” says Hornby.
Hornby does not have a background in fashion, but she knows the challenge of dashing from the office to her kids’ hockey match, and then onto a drinks event while looking pulled-together. Early in her career she worked for Harrods, in the marketing department, and has held various jobs in advertising, data and customer insight.
Data, and her own instincts, drive Hornby’s decisions on everything from design to retail. She decided to open the three New York stores in the first half of 2024 because she could see the online orders clustering in, and around, Manhattan. She pursues the same retail strategy in the U.S. as in the U.K., opening stores where there is a “strong local community and visitors, too.”
Me+Em has eight stand-alone U.K. stores, and concessions at Harrods, Selfridges London and Selfridges Manchester. The brand began expanding internationally in early 2024, opening three New York stores: on Madison Avenue and Mercer Street in Manhattan, and on Newton Lane in East Hampton.
All of that research and planning has been paying off.
In fiscal 2023 (which ended in January 2024) sales are expected to be in excess of 115 million pounds, more than 40 percent higher than the previous year. In fiscal 2022, sales were 82.1 million pounds, while EBITDA, or earnings before interest, taxes, depreciation and amortization, was 16 million pounds.
The brand is backed by Highland Europe, which invested in April 2022; Venrex; and Sir Charles Dunstone, the founder of Talk Talk telecommunications group.
Lifestyle has always been a part of Hornby’s vision. Me+Em launched footwear two years ago, and the brand has been expanding the category.
Swimwear is another new addition. Hornby said creating the collection has been like a science project, with her team hunting long and hard for flattering, supportive fabrics. “The collection is tonal in deep, beautiful colors and we’ve made sure the straps on the dresses line up with the straps on the suits,” to ensure everything looks neat, Hornby says.
Her approach to the collections hasn’t changed over the past 15 years.
“We’re always looking for gaps in the market, we’re looking at what the brands will be charging a fortune for — and where they’ll be cutting corners. We’re constantly looking at trims, fabrications and how we can put more into our collections,” such as adding belt loops, or versatile necklines, she says.
“The customer is discerning, and there is no point in trying to fool her,” adds Hornby.
Going forward, Hornby’s plan is to expand further in the U.S. market and to pursue more opportunities in Europe. Hornby believes there is great potential in Scandinavia, the Republic of Ireland, France and Germany. Australia and Canada are already flourishing.
There are no immediate plans to add wholesale. “Never say never, but this business model is about control, following our data,” and selling in-season collections with a see now, buy now model, says Hornby.
She doesn’t stage runway shows, either. But with a stream of Me+Em flowing in and out of Downing Street — and all around the Hamptons — there will never be a need for them.
