From a Rainbow Scarf to a Fashion Powerhouse
If you glance around London during Fashion Week, on the Tube, or in your local pub, you're almost guaranteed to spot a vibrant, furry statement coat from Charlotte Simone. A decade after its launch, this British brand's signature styles are instantly recognisable. One particular hero, the faux suede Mongolian fur-trimmed 'Penny' Afghan coat, has become a definitive badge of cool for everyone from Gen Z and Millennials to Boomers.
The label is a favourite among A-listers, with fans including Madonna, Gigi Hadid, Taylor Swift, and Dua Lipa. However, the brand's founder, Charlotte (Simone) Beecham, 36, began with a single, simple accessory. "It all began with a furry rainbow scarf," Beecham reveals. "Since then it's grown into coats and jackets, but at its core, the message remains the same: we're trying to elevate the everyday with just one considered piece."
Surviving a Pandemic with an iPhone
After growing up in Camden and studying English Literature at NYU, Beecham's designs reflect the timeless energy of both Manhattan and London. Her business had evolved into a successful 70% wholesale model, supplying major retailers like Matches, Net-a-Porter, Selfridges, and Neiman Marcus. Then, the Covid-19 lockdown hit. "In the space of 48 hours I basically lost every supplier in a crazy domino effect," Beecham recalls. "I received a tidal wave of order cancellations. Luckily, the silver lining was that I hadn't put through their orders with my factories yet."
Faced with the potential collapse of her seven-year-old business, Beecham took radical action. Armed with just an iPhone, she went to her office, photographed her remaining stock, and began selling directly to customers on Instagram. This pivot not only saved her company but also laid the foundation for her current, highly successful drop system. "This social platform is how I have managed to amass a real community and a close following," she says.
The Secret to the Sell-Out Success
Today, 90% of customers shop Charlotte Simone on their mobile devices. The brand's fluffy, seventies-inspired coats are so sought-after due to this finite online drop model. With a team of just four people, each collection takes nine to ten months to design and produce. With only three drops per year, securing one of these coats is compared to the frenzy of getting a Glastonbury ticket.
"At our last drop in September we managed to sell out about 70% of the styles in the first hour," Beecham shares. "We went live at 8pm and by 8.01pm we had over 20,000 people on the site. It was really exciting." The brand operates two winter drops (September and November) and a crucial third, the 'archive' drop in March, which sells development pieces, one-of-a-kind stock, and surplus press samples.
Despite her success, Beecham has no plans for a physical store. "It's not something I dream about," she states, preferring the digital community built on Instagram. For the brand's highly anticipated 10-year anniversary drop, Beecham is reintroducing signature early styles, including The Rainbow Twist scarf. She describes her muse as "bold, confident, unapologetic, with an edge of sexy energy. She's a siren, I guess."
As she prepares for the final drop of 2025, Beecham is also expecting her second baby, wryly referring to it as "Drop 3" of the year. When she's not working, she finds relaxation in walking and watching 'The Real Housewives'. With her nostalgic designs appealing to a uniquely broad audience, from twenty-somethings to grandmothers, Charlotte Simone has carved out a rare and enviable position in the fashion world.
