Label of the moment: ME+EM pieces our fashion director loves

When Sir Keir Starmer’s wife, Lady Starmer, arrived at Number 10 with her husband, all eyes were on the couple, but it was Victora’s dress which stole the show. She could have chosen a dress from a designer fashion house, but she didn’t, she chose ME+EM, an independent British demi-luxe label (that sweet spot between high street and designer). She wore a poppy red, softly tailored dress with contrast stitching and of course, what every modern midi needs; pockets.

Why do I, along with high-profile women including the Queen Consort, Carole Middleton, Katie Holmes, Lupita Nyong’o, Helen Mirren and the Princess of Wales love ME+EM so much? I truly believe its multi-generational appeal is one of the main reasons ME+EM has been so successful. The clothes have a classic cut in a luxury fabric that is balanced with sports-luxe details to keep outfits looking modern and elevated. They’re absolute masters of the smart-casual aesthetic, cleverly striking the elusive balance between dressy and casual and work perfectly for occasions and everyday wear.

I was invited to their press launch back in 2009. I chatted to Clare Hornby the co-founder who talked me through each piece in the collection which was created for busy women on the go. Her clothes are designed to be easy to mix, match and layer, and have details making them work harder, like a jacket with ‘zip-off’ sleeves so it becomes a nifty gilet, a cashmere jumper that transforms from crew to polo neck, reversable belts, blouses with detachable ties, and shirts with two necklines – it was like a magic trick ‘What will this item turn into next?’. I’ll be honest, the price points are high (still cheaper than designer), but the clever features give the customer a feeling they’re getting a two-for-one deal. Lots of wearability and versatility for your money.

“Clothes are designed to be easy to mix, match and layer, and have details making them work harder”

As a ‘trouser’ person, I’m often disappointed by the offerings on the high street. In my opinion they’re either really boring or really garish – nothing in-between. Lots of effort goes into dress designs but the humble trouser is often forgotten about, but not at ME+EM. Bold, pleated, silky, stripy, utility, ultra-wide-leg… these are not your bog-stand slacks. But it’s not just their trousers and jeans I’m a fan of, it’s their layering tops (pretty thin tops that are designed to be worn under other items), their simple but statement dresses and T-shirts with a twist such as puff shoulders or crochet sleeves. It’s these quietly interesting details (not showy clothes) which is what they do best – desirable wardrobe staples you’ll always feel effortlessly modern in, regardless of your age.

Here I’ve picked the very best new-in pieces that are on my wishlist – fashion forward enough yet classic enough to be in your wardrobe forever.”

ME+EM Cotton Stripe Midi Shirt Dress + Belt

ME+EM Relaxed Straight-Leg Utility Pant

ME + EM Contrast Stitch Midi Dress

ME+EM Frayed Hem Relaxed Straight Crop Jean

ME+EM Guipure Lace Crop Shirt

ME+EM Linen-Blend Crossover Maxi Dress

ME+EM Monochrome Halterneck Jumpsuit + Belt

ME+EM Silk Cotton Trellis Floral Print Blouse

ME+EM Statement Guipure Lace Maxi Dress

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