ME+EM, the small British brand that caught the eye of the Middletons

ME+EM, the small British brand that caught the eye of the Middletons

Carole Middleton, the Duchess of Cambridge’s mother, wore it to Royal Ascot. A golden publicity stunt for this label that puts mother and daughters Middleton in agreement.

On this account, we are on a declaration. Take Carole Middleton’s long belted shirt dress in candy pink tones worn at the Royal Ascot, the English horse racing event held last weekend. Or that of his daughter Kate, who sported the exact same model, a year earlier, during her cute interview with a little girl, in Scotland. Or even Pippa, Kate’s sister, appearing very pregnant in a long green dress during a concert celebrating the jubilee of Elizabeth II, at the beginning of June. All wear Me + Em, a British mid-range brand born in 2007 on the Internet, and whose success is undeniable.

At Royal Ascot, Carole Middleton also sported a candy pink belted ME+EM shirt dress. (Ascot, Monday, June 13.) Abaca

The claw relies on a list of celebrity lovers which never ceases to lie down, with the Duchess of Cambridge in the lead. It is also a community of loyal customers, numerous (more than 300,000 subscribers on Instagram) and “addicted”, like those that can be found at Sézane, in France.

Behind this success, a woman: Clare Hornby, 52, former advertising executive and founder Me + Em, formerly named The Pajama Room and specialized in comfortable clothing to wear at home. The story goes that this mother of two children and mother-in-law of three teenagers, whose portrait and success story often come up in everyday life The Times, mortgaged part of his house and put all his savings to launch his brand. But the case does not take … The hour of confinement has not yet come.

She is about to draw a line under this entrepreneurial adventure when her husband enjoins her not to give up. So it transforms, changes its name and market to specialize in quality basics for active and busy women. This time, the success is there, with a best-seller as the icing on the baba: the palazzo pants, a wide-legged model present from the first collection, and which therefore flows like small breads.

Pippa Middleton at the Platinum Jubilee of Elizabeth II. (London, June 4, 2022.) Getty Images

“Flattering” clothing

Her brand is mostly comprised of essentials thought to be “flattering and functional.” The unstoppable argument to get noticed by the Middletons, according to the founder who claims to have no other recipes to win the desire of this golden clientele. “You just have to stick to that principle – in our case, creating clothes for modern, busy women – and stick with it. If you do that, you end up getting noticed, she tells the site. Redonline . We did not run after it. The more you stick to your strategy, the more you realize what you have set for yourself, and the more you are recognized. It’s word-of-mouth marketing, basically.”

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