THE STYLE-SAVVY WOMEN WHO KNOW EXACTLY WHAT YOU WANT TO WEAR

From sleek brochures to online edits and pop-ups, the new niche brands are changing the way we shop. Angela Kennedy meets the women bringing us pared-down collections to suit the way we live now

DELIVERING COMFY LUXURY

CLARE HORNBY, FOUNDER AND CREATIVE DIRECTOR OF ME+EM

Manchester-born Clare, from a successful advertising and marketing background, founded Me+Em ten years ago with business partner Emma (who left the label in 2012) – hence the brand name. ‘Intelligent style’ is her mantra: problem-solving fashion that redefines modern luxury.

THE STORY

Obsessed with fit and fashion from an early age, Clare made her own clothes from Vogue patterns. While working in marketing, she spotted a gap for ‘comfortable luxury’ – flattering clothes for a certain mindset, priced between designer and mainstream brands. She quickly identified that digital shopping benefited from great-looking visuals, and Me+Em immediately stood out in a fast-growing market.

HOW IT WORKS

Online sales are supported by beautifully styled brochures that are straightforward to navigate. Clare also sells through five London stores, which offer immediate customer feedback. Clare is heavily involved in all aspects of the business and delivers a new edit each month. ‘It could be a new colour that has suddenly exploded on to the fashion scene, or a new trend to incorporate into a classic look. Layering is key: if you bought trousers last month, add a slouchy sweater next month and build up to a jacket the following month.’

NEED TO KNOW

‘We want to be known as a great British brand,’ says Clare. ‘We approach design through instinct backed up by data – lots of it. Everything is fitted on three body types before it passes muster. The swing shape has become a signature, as it flatters and fits all figures. We’re very focused – our clothes should work on all levels, and always be fashionable and functional.’

THE CUSTOMER

‘Aged 28 upwards, though our core customer is probably 35 to 52,’ says Clare. ‘But it’s more about attitude than age. We don’t go down the route of celebrity endorsements, but know we are a favourite with many well-known names.’

HERO PIECES

Bestsellers have always been palazzo pants, which are reimagined each season. Side stripes on trousers have become a signature feature, along with the practical layering shirt. But top of the wear-it-forever list are the beautifully crafted leather jackets.

WHAT’S NEXT?

Concession partnerships, stores outside London in key city hubs – watch this space! Clare is also developing eveningwear, while staying true to the brand image of ‘effortless but edgy’ laid-back luxe. meandem.com

FROM TOP: JACKET, £129; TROUSERS, £129, and SHIRT, £139. CARDIGAN, £149, and TROUSERS, £169. All Me+Em