London – What is the color of victory?
Ask the women of Britain's Labour Party and they'll tell you it's turquoise, cream or the deep orange-red of Aperol Spritz, the British clothing and accessories brand Me+Em.
Me+Em has been dressing royalty, celebrities and working women for 15 years, but the brightly coloured label has now come to the forefront after First Lady Victoria Starmer and Deputy Prime Minister Angela Rayner wore the brand on election night and in the victory parade to 10 Downing Street the following day.
The Labour Party's elected officials aren't the only fans of the label: Prince Charles has been wearing Me+Em for years, as have Helen Mirren, Amal Clooney, Olivia Colman, Margot Robbie and Katie Holmes.
The Princess of Wales wore a two-tone pink Me+Em dress at the 2023 Chelsea Flower Show.
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They are chosen for a variety of reasons: their shapes and colors are attractive, and their prices are not too high.
Sturmer's cocktail-coloured orange-red midi dress is £275 and wrinkle-resistant and machine washable, while Rainer's vibrant turquoise wide-leg trouser suit is £550 – almost a bargain in this land between high-street fashion and luxury.
Ruth Chapman, co-founder of multi-brand retailer Matches, argues that style is impeccable.
Chapman told WWD that Me+M founder Claire Hornby “does what she loves, is smart, and makes amazing clothes. It's not overly extravagant, it's not overly expensive, and it's well made. I really admire her. If you're not sure what to buy right now, this is a great place to start – T-shirts, jeans, anything.”
London-based stylist Peter Bevan believes Me+Em has a “unique take on workwear, with exaggerated silhouettes and luxurious fabrics.” “It's not as traditional as brands like Hobbs or Karen Millen, but it still feels professional and put together,” Bevan said, referring to the two British high-street brands.
Me+Em's goal is to be a “one-stop shop” for busy women, outfitting them from day to night with a variety of multitasking pieces. Hornby, who launched her direct-to-consumer business in 2009, describes Me+Em's approach as “fashion Lego,” meaning pieces should be multitasking, layerable and mix-and-match from season to season.
That means double-sided belts, pants with two sets of loops, sweaters with detachable necklines, and blouses with sleeves that even have hidden elastic at the back “so you can push them out of the way when you're doing the dishes,” Hornby says.
Take a peek inside Me+Em's new Madison Avenue flagship store, the British brand's first international location.
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Hornby doesn't have a background in fashion, but he knows the struggle of rushing from the office to your kid's hockey game and then looking sharp for drinks afterwards. He spent his early career working in marketing at Harrods and has worked in a variety of roles across advertising, data and customer insights.
Data and her own instincts drive every decision Hornby makes, from design to retail. She decided to open three New York stores in early 2024, anticipating that online orders will be concentrated in Manhattan and the surrounding areas. She will pursue the same retail strategy in the US as in the UK, opening stores in places where “local communities and visitors are strong.”
Me+Em has eight standalone stores in the UK, with locations in Harrods, Selfridges in London and Selfridges in Manchester. The brand will begin its international expansion in early 2024, with three stores set to open in New York, on Madison Avenue and Mercer Street in Manhattan, and Newton Lane in East Hampton.
British First Lady Victoria Starmer wearing a cream jacket by Me+Em at the Tate Modern on election night 2024.
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All this research and planning is paying off.
Revenues for 2023 (ending January 2024) are forecast to exceed £115 million, up more than 40% on the previous year. In 2022, revenues were £82.1 million and EBITDA (earnings before interest, tax, depreciation and amortisation) was £16 million.
The brand is backed by Highland Europe, which invested in April 2022, Benlex and Talk Talk communications group founder Sir Charles Dunstone.
Lifestyle has always been part of Hornby's vision: Me+Em launched footwear two years ago and the brand has expanded into categories ever since.
Swimwear has also been added to the range. Hornby said creating the collection was like a science project, with the team working long and hard to find fabrics that were flattering and supportive. “The collection is in deep, beautiful tones, and we made sure the straps of the dresses were aligned with the straps of the swimsuits,” Hornby said, to make sure everything looked neat.
Her approach to collecting has not changed in the past 15 years.
“We're always looking for gaps in the market, paying attention to what brands are willing to charge a premium for and where they cut corners. We're always thinking about trims, fabrics and ways we can incorporate more into our collections, like adding belt loops or versatile necklines,” she says.
“The customer is discerning and there's no point in trying to scam her,” Hornby added.
British First Lady Victoria Starmer arrived at 10 Downing Street wearing a wrinkle-resistant, machine washable dress by Me+Em.
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Looking ahead, Hornby plans to further expand in the US market and pursue further opportunities in Europe. Hornby sees great potential in Scandinavia, the Republic of Ireland, France and Germany. Australia and Canada are already thriving.
There are no immediate plans to add wholesale — “never say never, but the business model is about control and following the data” and selling in-season collections on a “see now, buy now” model, Hornby says.
She won't be doing a runway show either – but with Me+Em galore around Downing Street and the Hamptons, there's surely no need for one.
UK Deputy Prime Minister Angela Rayner wore a Me+Em suit at 10 Downing Street.
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