Like the Beatles before them, a slew of British brands are taking the US by storm with their whimsical dresses and cosy knitwear.
First up is Toast, the purveyor of said knitwear. Then there is Me + Em – a favourite of the Princess of Wales and Victoria Starmer, wife of the British prime minister – and party dress expert Rixo, two cult brands that have opened bricks-and-mortar shops in New York. This season, the London-based, great plains-coded brand O Pioneers is also apparently looking for a site for its move west. And finally, traditional nightwear label If Only If has yet to open a physical store, but that hasn’t stopped its online sales going up by 500% in the US this year.
