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How Me+Em cracked the style formula for busy women – and the best pieces to buy
After Victoria Starmer entered Number 10 wearing a red dress by the designer, interest in the London-based label has surged
When Lady Starmer arrived on the steps of Downing Street on Friday her poppy red, contrast stitched, fluid crepe dress spoke volumes. About her politics, sure, but also about her shopping habits. She’s a fan of Me+Em.
The independent British brand is the label of the moment – see also Carole Middleton, attending Wimbledon wearing one of its cream tailored jackets last week, or Katie Holmes, the actress turned viral trendsetter, in a navy knitted dress.
For women in the public eye, the brand has become a go-to. “Every piece we create is designed to be camera-ready, whether that’s shirts crafted in a creaseless fabric, or pockets positioned so as not to add bulk, we don’t want our customers to ever have to worry about their outfit not looking pristine,” a spokesperson tells The Telegraph.
Even if you’re not about to be photographed, this intentional creation of flattering clothes should appeal – and oddly it feels like a rarity on the UK high street today.
“What is so clever about Me+Em is the very broad range they produce, there is literally something for everyone and to suit all body shapes,” says the brand consultant Isabel Spearman, who has previously advised high profile women including Samantha Cameron and Akshata Murty on style. “This is usually a very hard challenge for brands to get right, whilst also maintaining their core vision, but Me+Em has nailed it.”
It is true that Clare Hornby, who co-founded the business in 2009, has an innate sense of what busy women want to wear and the limited amount of time that they have in the morning to make that decision. Her clothes are designed to be solutions-oriented, to go together easily as outfits, and to be adjustable for both comfort and maximum wearability. Belts might be reversible, shirts can come with two necklines. These clever features give the customer a eureka moment when shopping and a feeling akin to a two-for-one deal.
“The fact that pieces are multi-purpose makes the prices feel justifiable,” says Anna Berkeley, a personal stylist and founder of Think Shape. “Let’s face it, the clothes are not cheap, so it means you feel you are getting the wear out of things.” Dresses, on average, cost £275 – an apparent “high end of the high street” sweet spot.
Berkeley says that many of her clients come to visit her with the page corners turned down on Me+Em’s monthly postal catalogue, citing looks they’d like to try next. Rather than seasonal collections, customers are introduced to a carefully edited new “drop” every four weeks – and the pieces they buy in July should seamlessly work with any they picked up in June.
“It spoon feeds you, it’s very buildable,” Berkeley says. “They’ve made catalogue shopping cool again with these monthly drops, there is always a sense of excitement.”
A recent Business of Fashion article critiqued this “lego-like approach” to click together fashion outfits. Yet clearly Hornby’s formulas work and have inspired loyal customers (Lady Starmer’s wardrobe is proof alone – she’s also worn a jacket and another dress from the brand in the last week). In the year ending January 2024 Me+Em achieved sales of £120m, an increase of 46 per cent on the previous year.
The brand is on a high, and Hornby has her sights set on cracking America next. In addition to eight stores across London and Edinburgh, she has opened three boutiques this year in New York and East Hampton. The plan, next, is to take on California.
Back on home turf, Victoria Starmer’s dress sold out across the weekend after traffic to the website increased by 300 per cent. The £275 style is set to be restocked, with an option already to pre-purchase.
“It’s partly the colours, and also the way that the clothes are very good at sculpting,” Berkeley analyses of the hit. “The contrasting stitching on Victoria Starmer’s waistline is a perfect example of what they do best. These are quietly interesting details, not showy clothes.”
The best pieces to buy now
The reversible belt
Chalk croc print leather on one side, ochre on the other. The detachable buckle locks on and off, allowing the wearer to change their look from one day to the next. Also comes in an endlessly useful black leather and tan suede combination.
Reversible belt, £95, Me+EM
The adjustable dress
This silk dress contains a detachable bandeau top, which can be buttoned on or off depending on the neckline that’s wanted. It’s also got a shirred panel at the back of the dress, ensuring the truest fit around the waist.
Silk cotton waterlily print dress, £375, Me+EM
The multiway cargo trousers
Wear them as flares, or pull in the drawstring ankles for a “parachute” look. The green-grey colour is versatile to style with browns, blues, white or black; the dual-silhouette could work with a crisp white shirt or a jersey tank top.
Utility pants, £175, Me+EM
The detachable neck tie shirt
It’s a ruffled, striped silk shirt with a detachable neck tie; wear in a pussy-bow, or a plain collar; tuck the shirt in or use the tie around the waist.
Silk stripe shirt, £295, Me+EM
The wear-anywhere sandals
Flat and cushioned, yet with a slight heel to elevate workwear or evening wear look. These come in four classic colours of Spanish leather.
T-bar sandals, £195, Me+EM
The flattering skirt
A bestselling A-line cut, which can be found in myriad fabric and colour variations, including denim. This tobacco one is particularly flattering as it is fitted around the waistband and hip before flaring out.
Linen blend skirt, £225, Me+EM
The layering cashmere
Wear it as a buttoned up tank, or open, over a shirt. The cashmere used is traceable, sourced from Inner Mongolia.
Cashmere vest, £195, Me+EM
The smart jeans
On paper, Me+Em may not seem like an obvious destination for denim. This is exactly what its collection plays into; smart styles to wear all those jackets with at the weekend.
Cropped jeans, £175, Me+EM
The true-fit dress
The smocked bodice on this abstract print dress means it fits any body shape around the bust and waist. Add to that an adjustable neckline, controlled by a concealed zip.
Tulip print dress, £150, Me+EM
The boucle jacket
The brand’s cropped jackets are endlessly popular with women in the public eye. Why? They look neat, perfectly boxy, and are a fraction of the price of designer alternatives.
Cropped jacket, £227.50, Me+EM