The Starmers' arrival at 10 Downing Street marked a clear shift in fashion policy, trading designer labels for more accessible British brands. Keir Starmer wore his usual uniform of a crisp white shirt, woven tie and dark suit, eschewing Savile Row tailoring in favour of an everyman look. His wife Victoria chose a Labour party red midi dress from British label Me+Em, priced at £275.
Me+Em reported a 300% spike in traffic to the dress on its website. The brand's popularity surged further after Victoria wore a £295 white cropped jacket to the north London count on Thursday night, which sold out in sizes up to UK 12 within hours. Deputy leader Angela Rayner also chose Me+Em for her visit to Downing Street on Friday, wearing a mint green suit comprising a £325 cropped jacket and £225 wide-legged trousers.
Founded in 2009 by former advertising executive Clare Hornby, Me+Em focuses on wardrobe staples that are more expensive than high street brands but less exorbitant than designer labels. Hornby's design philosophy is based on three Fs: flattering, functional and for ever. The brand's success may reflect a broader hope that the new government will embody similar principles.
