Agenda-setting intelligence, analysis and advice for the global fashion community.

Me+Em Hasn’t Raised the Price of Its Hero Product for 17 Years. Here’s How.

A direct-to-consumer strategy and cost discipline have helped the British brand grow without leaning on price hikes.

Me+Em February 2026 collection — Founder and chief executive Clare Hornby said the brand’s most compelling feature is its “quality-price ratio.” (Me+Em)

Cathaleen Chen

30 January 2026

For consumers, years of sticker shock at soaring prices have given way to weary acceptance. Hikes that once sparked outrage on social media — such as the cost of Prada’s mini nylon bag zooming from $725 in 2019 to $1,270 today — are so common they rarely draw attention anymore.

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Executive Memo | How to Cut Costs While Investing for the Future

Fashion is facing a crunch as consumers grow more cautious and the full impact of tariffs comes into view. Brands and retailers need to cut their expenses, but they can’t stop investing towards the future if they want to win in the long-term.

Why Almost Every Brand Is Moving Upmarket

Brands are elevating their offerings to avoid competition with Shein on the low end or capture high-end shoppers squeezed out by luxury's soaring prices, says the BoF-McKinsey State of Fashion 2026.

Can Me+Em Sell British Style to American Women?

London-based DTC womenswear brand Me+Em is betting that its lego-like approach to fashion, which built it a following in its home country, will translate to the US market.

About the author

Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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