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We're all trying to be more conscious when it comes to fashion, which is why we had to tell you about a timeless, mid-range British label that's fast-becoming a celebrity go-to. Let us introduce you to ME+EM.
The brainchild of former-advertising exec Clare Hornby, ME+EM isn't new but its ethos of eschewing fast-fashion to create affordable, luxurious wardrobe classics that last forever is disrupting the market. You know those pillars of your wardrobe that you're happy to invest in, such as a really flattering pair of jeans or a jumpsuit that makes you feel good every time you wear it? That's what we head to ME+EM for.
Clare explains on the ME+EM website that every piece the brand designs goes through a lengthy and rigorous process to ensure that it meets 'the 3 Fs': flattering ("a flattering silhouette is ageless"), functional ("we obsess over the role of a piece in your wardrobe and how it can work with all your essentials") and forever ("we thoroughly edit trends, only committing to the ones that have long-lasting appeal"). They also only work with specially vetted factories, and manage to keep costs down by cutting out excessive marketing campaigns and wholesaler costs.
"When I went into advertising I couldn’t afford designer clothes full price but didn’t like the quality of high street. I just knew there was a gap to be filled between high quality and price," Clare told Marie Claire.
The brand's latest summer drop includes the bespoke Bright Camellia print, which is available in a breezy maxi dress and soft cotton blouse. The vibrant floral pattern features hand-drawn designs in a bright palette of pink, green and lime and it's perfect for warm weather days.
It's worth bearing in mind that these are forever pieces for your capsule wardrobe, so don't expect high street price tags. But, do factor in the cost per wear because buying once is better for your back pocket and the planet. With that in mind, we've rounded up the ME+EM buys you'll want to wear forever...
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