In November last year, published a story entitled: “ ?” In it, the writer painted a pretty bleak picture of the contemporary shopping landscape, citing the sky-rocketing costs of designer goods and the disillusionment many consumers feel around ultra-fast fashion. “There is an absolute dearth of mid-tier options,” editor and consultant Eugene Rabkin explained in the article. “Unless people really do their homework, unless people are really into fashion and they know where to shop.
But, most people are not. They just want something decent, and that’s increasingly, nearly impossible, to find on the high street.” So when a fashion brand gets it right, it is worth paying attention.
Me+Em is one such brand. Born in 2009 by former advertising executive Clare Hornby, Me+Em was founded on the seemingly simple tenets of “flattering, functional, forever clothes for modern women”. While these are the sort of marketing buzzwords that are all too often bandied around in fashion, it is a small line-up of brands that have actually succeeded on all fronts.
Me+Em’s other secret? The British label doesn’t tether itself to a particular age group. Instead, it has recognised the potential in busy working women in their 30s, 40s, 50s and above, who know what they want – hard-working, easy-to-style pieces – and, unlike younger generations, have the disposable income to afford it. Rewind two years, and as countless other brands and e-commerce platforms crumbled in the wake .
