The British brands America's most stylish women can't get enough of - you'll never guess which high street favourite is a huge hit in the Hamptons
- Clothing from names like Rixo and ME+EM to Toast and Hobbs are taking over
- READ MORE: Inside Barron Trump's fashion evolution from graphic tees to custom suits
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After Ivanka Trump was seen sporting a red Suzannah London coat dress at an inauguration event, it’s fair to say UK fashion is having a moment Stateside.
In fact, it was a double whammy for the Brits at last Tuesday’s event, with Lara Trump stepping out in a Karen Millen houndstooth, belted coat (yours for £272, down from £389).
Cool labels and established names from Rixo and ME+EM to Toast and Hobbs are taking over. Whether it’s because the rails in Ann Taylor seem drab, or J Crew doesn’t have the same cachet, Brit style is booming.
According to source, a private event outside New York generated $50,000 within hours for ME+EM. wealthy East-coasters couldn’t get enough of founder Clare Hornby’s magic formula.
Here’s what to buy before our Stateside sisterhood snap it all up...
Hobbs
After Ivanka Trump was seen sporting a red Suzannah London coat dress at an inauguration event, it’s fair to say UK fashion is having a moment Stateside
Coat, £379, hobbs.com
Dress, £189, hobbs.com
High Street stalwart Hobbs always manages to translate a trend into sophisticated investment buys.
While pieces may not break the fashion mould, they offer great-quality styles.
Tailoring is universally flattering, with sizing up to a 22 and a petites range, meaning there’s always something for everyone.
There are three stores on the US East coast (two in New York, one in Washington) which opened last year, plus, this April, it will go West with a new shop in Houston, Texas.
WHAT TO BUY: Its wool coats plus the flattering Emery dress, which draws the waist in with its colourblock combination and gently flares over hips.
Rixo
With its bright and bold colours, leopard-print and polka dots, this fun and youthful label is winning over Americans, too.
So much so that what began as a pop-up store in New York last summer has now become permanent.
Dress, £265, rixo london. com
I predict hordes of Americans falling in love with Rixo’s versatile, standout dresses – perfect for wedding guests!
WHAT TO BUY: The Lynne silk dress (pictured) is a winning classic polka dot print with a swishy skirt. Just add a wide belt for extra impact.
ME+EM
The brand has cornered the market with its must-have outfits for fashion-savvy career women, who love elegant, effortless off duty dressing, too.
True, the prices are a little punchy, but that hasn’t dented its soaraway success here in the UK, and I doubt it will in the US either.
Ambitiously, four American stores were opened last year, two in New York, one in Texas and one in the Hamptons for all those holidaying A-Listers – such as Katie Holmes – who can’t get enough of the label’s side-stripe trousers, oversized blazers and day-to-night dresses.
WHAT TO BUY: This jumpsuit has fabulous flowing legs and plenty of pretty detailing. Their jeans are spot on when it comes to ultra-soft denim and more adventurous designs. Try a loose, wide leg.
Toast
With 20 shops in the UK, Toast has been doing casual off-duty style for nearly 30 years.
Now it has two stores in New York, one in Brooklyn and the other in the even hipper Nolita district reflecting the brand’s cool, pared-back style perfectly.
Top, £175, toa.st
Jacket, £245, toa.st
So what’s the secret to its success in a competitive market when its prices are far from the lowest, even for basics?
Fans love the mainstays: quality knitwear in winter and linen during the summer, along with unfussy staples, such as trench coats and organic cotton dresses.
WHAT TO BUY: Barrel jeans are selling fast in both US stores, these in ecru will work with a chunky ankle-boot and trainers. Try the classic navy jacket for weekend style.
The Fold
This award-winning brand has positioned itself as the label for the busy working woman.
Jacket, £495, blouse, £295 and trousers, £335, thefold london.com
Blouse, £295, thefoldlondon.com
High-end tailoring is where it’s at, with luxury linings and detailing such as peplums on dresses or asymmetric jacket necklines elevating this label above the ordinary.
While The Fold sells online in more than 80 countries, last year the US contributed nearly 50 per cent of its sales.
With two successful stores in London already, founder Polly McMaster says it makes perfect sense to expand into the US in 2025 – so watch this space!
WHAT TO BUY: While neutrals are not forgotten at The Fold, if you dare – forgo black and navy for a well-cut jacket in dusky pink or sky blue.
