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From Toast to Rixo, British labels are finding new fans across the Atlantic. Our styling editor shares her wisdom for US-based customers looking for a slice of the sartorial pie
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Like the Beatles before them, a slew of British brands are taking the US by storm with their whimsical dresses and cosy knitwear.
The Guardian’s journalism is independent. We will earn a commission if you buy something through an affiliate link. Learn more.
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.
For US-based shoppers looking for the best of British, here is our cheat sheet to the brands that could be the next Beatles and a few of the most noteworthy garments from each. Not familiar with any of these brands? You soon will be.
Toast is well known in the UK for its simple knitwear, but the Fair Isle jumpers, hats, boxy cardigans and marl socks are also things of joy. Dresses are practical, but with stylish twists such as a knotted front or a dropped waist, and simple tees are raw edged and loose – perfect for wearing at the weekend with wide leg jeans.
Ruffled blouses, smart shirting, weighty wide-leg cord trousers and excellent, zip-front midi dresses are central to Me + Em’s offering. Pieces are smart (but not formal), and also slightly oversized, which is perfect if you like louche layering. Most importantly, everything will work for your everyday life as well as the more buttoned-up occasions, from the office to coffee on the weekend.
When Sarah Jessica Parker bought an O Pioneers skirt in the summer and posted a picture of it on her Instagram, the style sold out online in minutes. It’s not hard to see why. All the fabrics used to make the brand’s whimsical, vintage-look designs are end of stock heritage runs, so every piece is a one-off. Founders Clara and Tania also make sure that all skirts have big pockets (win) and are machine washable (double win).
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If you’re going to spend £300 on a dress, it needs to be versatile. And that’s exactly what Rixo dresses are. Short or midi, they are cut in a flirty but wearable way so that a low V-neck is balanced with longer, flowing sleeves – perfect for a daytime do. Another short design (above), made from a fun, crochet fabric, has a higher neckline, meaning it would work just as well for a night out (just add glam sandals) as it would a mid-afternoon tea.
This family-owned business makes pretty, traditional-style nightgowns in gingham, tartan and white cotton. The designs are timelessly romantic and size-inclusive – it’s one of the few brands to go up to a UK24/US20. It also makes them in small batches using natural fabrics. I’d go as far as to say you could probably get away with wearing some of these in the daytime too.
Five British fashion brands taking the US by storm
