Rewind two years, and as countless other brands and e-commerce platforms crumbled in the wake of the pandemic, Me+Em soared, and was included not once, but twice (in 2022 and 2023, respectively), in The Sunday Times’s list of the 100 fastest-growing brands. It has also garnered an impressive roster of A-list fans over the years – including Katie Holmes, the Princess of Wales, Margot Robbie, Helen Mirren and Olivia Colman, to name but a few – and only this week, it was thrust into headlines as the UK ushered in a new government. Prime Minister Keir Starmer’s wife, Victoria, stepped out in a Labour-red midi-dress from the brand, which has since sold out online.
Not only did this moment mark a new era for British politics, but it also represented a rebranding of the “political trophy wife” aesthetic; Lady Starmer remained largely absent throughout the campaign trail and is set to continue working for the NHS despite her husband’s job. Her choice of a stylish yet functional dress from a brand that characterises itself by its “intelligent” approach to fashion is, perhaps, a glimpse of what we can expect from the new “First Lady”.
In the same 24 hours, the new Deputy Prime Minister, Angela Rayner, was also photographed in a vibrant green trouser suit from Me+Em – evidence that this homegrown brand is making moves across the political sphere, a world notorious for its harsh scrutiny of women’s fashion choices. So far, the brand has emerged not only unscathed, but positively applauded.