ME+EM, a British brand known for its easy to wear, just-fashion-enough designs, pitched in that sweet spot between designer and high street.
Since its 2009 launch, it has largely been a word-of-mouth success. Originally, it was the beautifully-cut trousers with their signature stripe that won shoppers over, but today, its dresses are the biggest part of its business.
Separates are designed to be easy to mix, match and layer, and have details making them work harder, like a cashmere jumper that converts from crew to polo neck.
Unsurprisingly, the brand has built up a loyal fan base, from the City to Hollywood – and almost every single female in the trimmed-down Royal family.
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