Three Cultish London Fashion Brands Make a Splash in the US Market
As the fashion industry continues to evolve, three cultish London brands are making waves in the United States market. Hunza G, Rixo, and Me+Em have all experienced newfound popularity during the pandemic, prompting them to set up shop on the East and West Coasts.
Hunza G, known for its signature wrinkly-crinkly, super-stretchy Lycra swimsuits, has opened a pop-up store on Melrose Avenue in West Hollywood, California. The brand, established in 1984 and revived in 2015, offers swimsuits in a distinctive knitted seersucker fabric that molds to fit women of different sizes. With prices ranging from $200 to $300 for women and $90 to $105 for kids, Hunza G aims to provide inclusive and body-positive swimwear options.
Rixo, founded in 2015 by best friends Henrietta Rix and Orlagh McCloskey, has become a go-to brand for vintage-inspired looks in distinctive prints. With a focus on feminine vintage flair, Rixo offers desk-to-dinner outfits and wedding guest dresses that appeal to affluent British women. After opening three stores in London and collaborating with Target in 2021, Rixo is set to open a pop-up store in SoHo, New York, featuring exclusive in-store products.
Me+Em, founded by Clare Hornby in 2009, caters to busy women with simple and versatile pieces that are both chic and practical. With prices ranging from $40 to $600, Me+Em offers wardrobe solutions for women who are socially busy and juggling multiple responsibilities. High-profile fans of the brand include Queen Camilla, Princess Beatrice of York, and Helen Mirren. Me+Em recently opened a store on Madison Avenue in New York and plans to expand with additional locations in SoHo and East Hampton.
These three London brands bring a unique perspective to the US market, offering fashion-forward designs that cater to a diverse range of customers. As they continue to expand their presence in the United States, Hunza G, Rixo, and Me+Em are poised to make a lasting impact on the American fashion scene.
