Royal-Favorite Label ME+EM Has Arrived to Soho

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ME+EM is taking New York City by storm.

The British fashion label, which counts Kate Middleton, Sophie, Duchess of Edinburgh, and several other members of the royal family as fans, opened its doors to its second storefront in the heart of Soho today.

Sitting at 2,700 square feet on 111 Mercer Street, the light and airy modern space was designed by New York-based architectural experts Rigos Mills and Janson Scuro in collaboration with British designers. ME+EM's founder Clare Hornby tapped ceramicist Tina Vaia to create bespoke works that pay homage to the brand's design ethos of texture clashing and hi-low styling, as well as interior designer Rose Uniacke to reupholster vintage furniture and design bespoke curtains. She also worked with British designer Faye Toogood for the store's vintage slipper chairs and ceramic side tables.

The opening comes just three months after ME+EM opened its first NYC flagship on Madison Avenue (neighbors include The Carlyle Hotel and Vince). Additionally, the label is slated to open a third boutique later this month in East Hampton.

"It’s early days, but we’re really delighted with the response so far," Hornby tells Town & Country. "We launched e-commerce in the U.S. back in 2019, so we knew that we had a strong network of local customers, but it’s been very humbling to see the reaction to our stores opening, and the excitement from customers who had previously only shopped with us online."

She continues, "Before we opened the doors to our Madison Avenue store in February, we could see the appetite building from passers by, and since launching our first ever brand campaign last month we’ve seen a whole new spate of customers visiting the store."

Hornby, a former advertising executive, founded the direct-to-consumer label in 2009. Known for its contemporary take on tailored womenswear and silk dresses in array of vibrant colors and prints, ME+EM has quickly become the go-to destination for the royals' engagement outfits. The Princess of Wales has stepped out in a past-season pink shirt dress on numerous occasions, most recently at the Chelsea Flower Show last May. The vibrant frock also made headlines in 2022 after she famously lent it to her mother, Carole Middleton, for the Royal Ascot.

Queen Camilla and Sophie, the Duchess of Edinburgh are often seen wearing the brand, too. In May alone, Sophie made public appearances in two different past-season styles, including for the first day of the Royal Windsor Horse Show. Princess Beatrice was also photographed wearing one of the label's floral dresses at a book event in London last month.

"We’ve been very fortunate to have members of the British Royal family choose to wear ME+EM publicly over the years, and this is something that has happened very organically," says Hornby. "We built ME+EM with the aim of catering to the needs of busy women globally, and so whilst it’s flattering to see any woman wearing ME+EM, there’s something very special about seeing these public figures, who really exemplify the values of the brand, choose to wear us for public engagements. Having their support, particularly in the early years of the brand, has been invaluable and something I’m hugely grateful for."

The three New York City openings are just the start of ME+EM's presence in the states. While the focus is currently on making the new storefronts a success, Hornby hints at upcoming possible locations across North America, including in Boston, Chicago, Dallas, Austin, and Greenwich Connecticut.

"We’re very proud of the quality of our clothes, and this is something that even the most beautiful photography can’t always capture, so our stores are an essential part of how our customers experience the brand and our product," says Hornby. "It’s been hugely exciting to see the positive response from both new and existing customers coming into the store, and seeing the collections in person."

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