The Kate Middleton-approved brand Me+Em is expanding to the US. I visited its NYC flagship and saw why the royals love it. (2024)

Clare Hornby founded Me+Em in 2009, and the brand has made a name for itself in part thanks to its direct-to-consumer business model. Because Me+Em does all its merchandising in-house, its customers don't have to "choose between luxury and cost," its website says.

Me+Em sells 14 collections a year, and its lines contain mostly elevated casual looks like the dresses royals often wear to daytime events.

Hornby told The New York Times she designs clothes for people who are "socially busy, working and juggling a family."

"We give them the wardrobe solutions that they need but don't have time to hunt for," she said.

The royals might not be your average working parent, but they have become some of the most visible champions of Hornby's designs. The brand has been expanding in recent years, particularly after it received £55 million, or about $70 million, in funding in 2022, as Fashion Network reported.

As part of its growth, Me+Em opened three brick-and-mortar stores in New York in 2024: a flagship store on Madison Avenue in February and two boutiques in SoHo and East Hampton in May.

I checked out the flagship store to see if it lived up to the royal hype.

The store had a luxe feel

As I walked up to the Madison Ave store, which had glass windows and a bold silver sign letting me know I'd found my destination, I couldn't help noticing Me+Em sat directly across from The Carlyle, one of the most exclusive hotels in New York.

The Carlyle is the go-to hotel for royals when they visit New York, so it makes sense that one of their favorite fashion destinations is near it. Walking toward the boutique's entrance, I could easily imagine the royals popping into the store the next time they stayed at the hotel.

Because of its high-end location, Me+Em exuded glamorous energy before I even stepped inside the store, and I was delighted that the interior didn't disappoint.

Much of the store had curved walls painted dark cream, drawing the eye to the clothes organized by color.

I also noticed immediately that the store had an inviting aroma, which a staffer told me was thanks to a Diptyque candle burning near the entrance.

Two salespeople greeted me when I walked in, offering me water and letting me know they could start a room for me at any time as I browsed through the clothing racks. They were attentive without being overbearing, and I felt at ease as I browsed the clothes in the store.

I was surprised to see that the racks lining the edges of the store weren't stuffed with items. There was typically only one size of each garment on a rack, so I had to ask a staff member to get a size for me if I wanted to try something on.

The apparent scarcity of items on the floor added to the space's luxury feel, though it did seem inconvenient for the staff to run back and forth to a back room anytime someone was interested in a garment.

Despite the unusual setup, I found several pieces I wanted to try.

I see why the royals love Me+Em's clothes

I brought two dresses, a top, and a pair of pants to the dressing room.

The dressing room was just as inviting as the rest of the store. It was spacious, with a heavy curtain providing privacy and modern racks floating on the walls.

The mirror was huge, and the lighting was built into the walls to save space. There was even an outlet set up with phone chargers for shoppers who needed to charge their phones.

The clothes didn't disappoint, either. My favorite piece was the Cheesecloth Modern Daisy Print Maxi Dress, which retails for $325.

I loved the soft feel of the floral-print maxi's fabric, which was also sturdy enough to give the halter neckline some structure.

The details in the dress, from the ruching on the waist to the pockets in the skirt, made it feel high-end.

I also liked the $465 Cotton Scribbled Flower Print Maxi Dress I tried on, another floral dress that had pockets and structure in the bodice.

It wasn't quite as comfortable as the halter dress, as it was structured in a way that made it hard to imagine wearing it to dinner or a party. But the structure and material made it feel fancier, so the hefty price tag made sense to me. I could see a royal family member slipping into it for a summertime engagement, as they wouldn't be wearing it to relax.

My least favorite piece I tried on was the $165 Cotton Delicate Broderie Shirred Top, as the ruffles and textured bodice felt a little too thick for summer.

But it was still pretty, and the wide-legged pants I paired with it were some of the most comfortable trousers I had ever worn. They were also versatile because of their shape. I could see myself wearing them on a flight or to the office.

After seeing the Me+Em store and its clothes, I understood why it had charmed the royals. The clothes were effortlessly luxurious without feeling unattainable for the average buyer, just as members of the monarchy have aimed to seem to the public.

Whether you're a royal fan or not, I think Me+Em is worth the visit.