Fashion Invasion: 3 London Brands To Stake a Bricks and Mortar in the United States

Hola Sugarcups,

The anticipation is thick in the air — and why wouldn’t it be? So step inside and shelf any la la thoughts in your mind coz the British (fashion brands) are in town and this time there’s no tea, biscuits and crumpets – Oh no! They’ve brought along fashion with a capital ‘F’! I’m chuffed to see three of London’s most beloved brands packing their bags and setting sail for the land of opportunity, where they will no doubt add a bit of British sparkle to the American fashion scene. With the latest spheres of Spring Fashion like Coquette, Mob wife aesthetics, Old Money and vibrant sneakers, London Fashion stands to a global rank of raising the fashion economics.

Let’s start with Hunza G, shall we?

It’s the brand that’s been holding the bodies of the rich and famous with its super-stretchy, crinkly swimsuits. If it’s good enough for Rihanna and Kim K, it’s also good enough for us. This is basically the Cinderella story of a brand revival, with Georgiana Huddart pulling the strings behind the scenes to turn the iconic ’80s label into a modern-day fairy tale. And Hunza G, with a pop-up store in West Hollywood, is poised to make waves on the other side of the pond.

Next up, Rixo.

Oh, Rixo, you had us at `vintage-inspired. Henrietta Rix and Orlagh McCloskey, the creative brains behind the brand, have been charming the socks off the British with their hand-painted silk dresses, which read as ‘I’m not even trying, but please look how effortlessly chic I am. Rixo Is the New BFF of American Women Who Could Use More Vintage Feminine Flair in Their Wardrobe With a Pop-Up in SoHo New York.

And last but not least, Me+Em.

Clare Hornby’s idea is the stuff of every busy woman’s prayers. Tailored blazers, stylish knits and the occasional chic party dress — Me+Em is the Swiss Army knife of fashion; it has an answer for every situation. And with stores now arriving on Madison Avenue and soon to SoHo and East Hampton, Me+Em is primed to win the hearts (and wallets) of American busy bees.

So that raises the question of what these Brit invaders can offer the American market that isn’t already available? Well, apart from their individual aesthetics and typical British humor, they have a vision — the vision to outfit a world in clothing that speaks, clothing that makes one feel they belong to the most secretive club in town, a club where everyone is glorious, do you understand?

In short, to the analyst in me those British brands are a breath of fresh air today it’s already a crowded market. It’s a daring act, however — if there’s one lesson history has taught us — it’s that the British know how to make their mark. Now, the US must roll out the red carpet and (bring) these fashion revolutionaries into the fold.

Love

Jasmin