By Three distinguished London-based fashion brands are embarking on a transatlantic journey to establish their physical presence in the United States, aiming to captivate American consumers with their unique offerings.
For decades, British fashion labels have sought opportunities to expand their reach into the lucrative American market, with mixed results. While some, like Boden, have achieved success, others, such as Topshop, Ted Baker, and Hunter Boots, have faced challenges in gaining traction. The vastness and diversity of the American fashion landscape, coupled with the presence of numerous established brands, have posed obstacles for British imports, despite their distinctive charm and appeal.
However, the global shift towards online shopping during the pandemic has opened new avenues for international brands to capture the attention of American consumers. Now, three beloved London brands – Hunza G, Rixo, and Me+Em – are seizing this opportunity to establish their foothold on both the East and West Coasts of the United States.
Hunza G, renowned for its iconic Lycra swimsuits with a signature wrinkly-crinkly texture, has garnered attention from celebrities like Rihanna, Hailey Bieber, and Kim Kardashian. Founded in 1984 and revitalized in 2015 by creative director Georgiana Huddart, the brand offers swimsuits crafted from a unique knitted seersucker fabric that molds to different body shapes, promising a comfortable fit for women of all sizes. With a six-month pop-up store on Melrose Avenue in West Hollywood, California, Hunza G aims to introduce its versatile swimwear collections to American consumers.
Rixo, established in 2015 by Henrietta Rix and Orlagh McCloskey, has gained popularity for its vintage-inspired designs featuring cheerful prints and flattering silhouettes. The brand’s hand-painted silk dresses, a hit among affluent British women, have also attracted celebrities like Margot Robbie and Selena Gomez. Following successful ventures in London and collaborations with Target, Rixo is set to enchant New York shoppers with a pop-up store in SoHo, offering exclusive products and revived classics.
Me+Em, founded by Clare Hornby in 2009, caters to busy women seeking versatile wardrobe solutions. With a focus on timeless yet contemporary pieces, Me+Em offers a range of chic and practical garments, favored by notable figures including Queen Camilla and Amal Clooney. Following the brand’s success in Britain, Me+Em is expanding its presence in the United States, with stores opening in prestigious locations such as Madison Avenue on the Upper East Side and Mercer Street in SoHo, New York.
As these iconic British brands venture across the Atlantic, they bring with them a blend of tradition, innovation, and timeless elegance, poised to captivate American fashion enthusiasts with their distinctive offerings and unparalleled craftsmanship.
