From a young age, Clare Hornby knew that she wanted to start her own business. “It was always going to be fashion,” she says, “I used to make my own clothes and I had a market stall selling shoes. I was forever coming up with ideas and registering company names.”
Clare eventually left her native Manchester and moved to London to start her first job at Harrods, before going into advertising. Clare was able to fulfil her dream and start her own business with her husband, Johnny by her side. She and Johnny had two daughters, Maddy and Grace, in quick succession and, with three stepchildren in the mix, Clare quickly realised that the demands of motherhood were not compatible with her career and set about creating an online fashion business.
Clare used her advertising knowledge to develop a brand, launching ME+EM in 2019. She explains, “Advertising is customer-focused. I looked for a gap in the market and found the sweet spot between poor quality fast fashion and extortionate prices at designer level.
Why couldn’t you get quality on-trend clothing in beautiful fabrics for a good price? I had a go at making clothes that were more affordable. I designed them in London, made them in factories across Europe and launched direct to consumers online.”
FASHION FORWARD
As a luxury online business, ME+EM was ahead of the curve and soon came to the attention of many famous faces including Dame Helen Mirren, Saoirse Ronan, Gillian Anderson and even royalty.
“The Duchess of Cambridge was our big moment, she wore a Breton striped T-shirt many years ago; and more recently, Meghan Markle wore our cream jacket,” says Clare, adding “My ultimate dream would be to dress Michelle Obama.”
There are seven ME+EM stores in neighbourhoods across London, in Belgravia’s Elizabeth Street, Draycott Avenue and the King’s Road in Chelsea, New Cavendish Street in Marylebone, St John’s Wood High Street, Ledbury Road in Notting Hill and Brook Street in Mayfair as well as a concession in Selfridges.
Following on from lockdown, which has been an extraordinary time, Clare explains “We have now reopened the doors of most of these stores and are really enjoying seeing our customers again. Health and safety is of course our top priority, for both customers and our employees, so we have implemented lots of new measures, including limiting the number of people in-store at any one time, providing hand-sanitiser and face masks and providing customers with clothes fresh out of the packaging if they want to try anything on.”
STYLE MATTERS
Clare says, “Customers who come into the shops understand the quality and fit of the clothes and then, because we continue with the same designs, they can buy online as well. For example, we’ve a slim crop trouser, a jogger, a wide leg crop and a man pant and each season we re-spin them in different fabrics and colours. Once a customer knows what shape they like, they can order with confidence because we are very consistent with our fit.”
TIMELESS CLASSICS
Clare, now 50, is the perfect advertisement for her brand. What style advice can she give Londoners, whatever their shape or age? “Invest in classics – trousers, jeans, blazers, footwear and then add trends such as feminine blouses and logo T-shirts. To look more youthful, put formal with casual, feminine with masculine, sporty with smart, mix up your look around key investment pieces,” she advises, adding “Customers can book personal styling appointments with limited staff present and we are trialling a new service launching this autumn called Harper Concierge, where we’ll deliver to your house and wait whilst you try garments on.”
The latest addition to the ME+EM portfolio is a trainer collection. Clare says, “I have designed what I think is the perfect trainer and had them made in a beautiful factory in Italy. There are four colourways – navy, khaki, orange and black.”
All ME+EM factories are carefully vetted. “We work with family run factories and ensure they look after their staff. In Portugal they provide crèches and even have vegetable gardens.” The brand is also using more recycled fabrics than ever before. “We did a recycled wool coat in autumn/winter and we’re starting to use recycled polyester; our new store bags are made from recycled plastic bottles. There’s a long way to go but we are getting better and better.”
FAMILY FAVOURITES
In her London stores, Clare has noticed mums and daughters shopping together and her own daughters now wear the brand, as do their friends. “We had a party for Maddy a couple of weeks ago and three of her friends came in ME+EM trousers,” says Clare.
|
Continuity of colour is also a ME+EM speciality. Clare explains, “We make clothes that will last, so we make sure that our navy is the same across a cotton T-shirt, a cashmere jumper and a piece of tailoring so you can add to your wardrobe and everything will work together.” |
THE COUNTRYSIDE IS WHERE WE WIND DOWN AND LONDON IS WHERE WE WIND UP
|
The family have a house in Notting Hill and a second home in the Cotswolds. Clare says, “The countryside is where we wind down and London’s where we wind up! My life is very busy, we’ve lots of children and as a family we play a lot of sport. We have horses; Johnny and I ride with the children and Maddy and Grace both do eventing. We play tennis and do lots of socialising. Every day is very full and I think that’s how I get my head round what my customers want – if I am busy, I understand the customer better.”
The gorgeous yet hard-wearing clothes that ME+EM continues to produce time and time again, are proof that Clare Hornby is getting it just right.
Clare’s London
What is your favourite London memory?
The birth of my children at the Chelsea and Westminster Hospital.
Best place in London for a romantic date
The River Café – I’ll have the salmon.
What do you love most about London?
I've always loved the buzz of the restaurants, the theatre, the hustle and bustle and look forward to their return.
London's best kept secret is...
Hari’s – they do the best blow dries in London. I go twice a week to the one on Ledbury Road or King’s Road.
Who is on your radar?
I am addicted to podcasts: I like the new Times podcast; Story of Our Times, and I also listen to Times Radio which has just launched, along with The Guardian podcasts. I listen to a lot of industry podcasts such as The Business of Fashion which is great for work. I don’t have much time to spend on social media, but ME+EM works with fantastic influencers such as Trinny Woodall.
