Celeb and editors' favourite ME+EM opens Selfridges concession

By

Sandra Halliday

Published
Sep 7, 2018

ME+EM has opened an in-store concession in Selfridges, London, as part of the department store’s Denim Studio, adding to the five other central London stores that the label has, as well as its successful e-commerce business.

The nine-year-old womenswear business, which was founded by Clare Hornby, has built up a celebrity client list including Helen Mirren, Gemma Arterton, Saoirse Ronan, Laura Linney, Stacy Martin and Gillian Anderson, and this is a key marketing point for the brand as it seeks to stand out in a crowded marketplace.

The opening is part of the flexible Selfridges approach that sees it mixing big name brands with newer, more niche labels in order to differentiate its offer.

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And ME+EM certainly occupies an interesting niche, one that has the potential to grow. It’s a contemporary label with a high-end profile but much more affordable prices than many designer labels (pricing is a similar level to labels such as SMCP’s Sandro and Maje). And its wider accessibility helped it last year when a crowdfunding campaign saw its raising almost twice what it had targeted on Crowdcube.

The department store’s womenswear director, Lydia King, said the brand came onto her radar “when more and more editors I met during fashion week were all wearing the trousers particularly. Since the announcement we have had a lot of requests from customers for the brand. ME+EM provides a great consideration on trend, designs, solutions and most importantly comfort. We feel that the brand will fit perfectly into the Denim Studio which has become the hub for a more relaxed style aesthetic.”

And Clare Hornby said of the new concession: “An institution of British fashion, Selfridges has long championed innovative brands, and as a British label, we're proud to become part of that story. I believe the ethos of Selfridges perfectly aligns with ME+EM's own dedication to contemporary design, intelligent edits and luxury quality.”