What do Taylor Swift, Charli XCX, Dua Lipa, Florence Pugh, Madonna and Gigi Hadid have in common? Besides being some of the world's biggest stars and style icons, that is... Those with a keen fashion eye will know the answer: all of them are fans of Charlotte Simone.
The British brand founded by the designer of the same name has been around for almost a decade, and in that time has become synonymous with vintage-inspired, statement-making coats that are an outfit in themselves – and surprisingly affordable. Think fresh twists on nostalgic Penny Lane styles, bold leopard-print designs with contrast pink faux-fur trim, and super-chic cropped jackets in colourful Mongolian lambswool, with prices starting from £50.
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It's only in the past year, however, that Charlotte Simone has become a real household name – and the popularity of her pieces gone stratospheric. 'The response we saw from Taylor Swift wearing our red Lulu coat to a Chiefs game last year was just absolutely phenomenal,' explains the 36-year-old designer. 'We saw about a 220% increase in traffic to the site and more than 12,000 mailing list sign-ups on the day she wore it. It was a real pinch-me moment.'
More recent sightings on the likes of Lila Moss and Gigi Hadid have also caused a spike in interest, with Depop reporting a 64% rise in searches for the brand in the past month alone. Another important contributor, however, is the fact that more often that not, Charlotte Simone's pieces cannot be immediately purchased.
'During COVID I really pivoted my brand and took myself away from a wholesale business to a drop model,' the designer explains. 'It allows for a more considered and creative approach. We work to three drops a year, with each one taking about nine to 10 months to design and develop.'
Countdowns to each drop start weeks before via Instagram, with customers only able to purchase pieces during a short window of time every few months. Super-limited quantities and surprise designs serve only to heighten the sense of anticipation – not to mention overall appeal. In a world dominated by fast fashion and overconsumption, there's something particularly alluring about waiting to purchase that one special piece that will decidedly not be everywhere by the following week.
Emily Evans, a celebrity stylist who has worked with the likes of Ashley Graham, agrees: 'The fact that there aren't tonnes of people with a Charlotte Simone coat, is what gives it its "cult" status,' she says. 'If I open Instagram and a thousand people are wearing the exact same piece it really puts me off. I love that her pieces are selectively placed on stylish and cool people.'
Small-scale production, and a focus on quality over quantity, makes for a more sustainable business, too. Plus, Charlotte Simone holds an annual archive sale, that ensures surplus stock and development samples don't go to waste, either – and also gives fans another chance to secure the coat they may have missed out on previously.
Incidentally, this year's event is fast approaching. Taking place online from March 26 until April 2, it will include more than 150 pieces in a range of sizes, as well as never-before-seen styles and one-of-a-kind pieces. Simone has kept characteristically schtum about exactly what to expect, but she did reveal details about some of her favourite pieces that will be in the sale... 'There will be a few different styles in the same cherry red worn by Taylor Swift that are amazing, alongside a tapestry coat that's quite unusual and has rose details on it. There's also a sherbet yellow bomber that's pretty stand-out, some tiger print, pink corduroy, a baby blue Lulu, and a humungous patchwork Mongolian number too.'
Bold and unique as these designs may be, you can rest assured they'll become an instant wardrobe staple, and are far easier to style than you may initially think. 'The reason I started the brand was the idea of wanting to create something that felt statement, that you could add to an everyday look and would instantly elevate it,' explains Simone. 'I mostly wear mine with a t-shirt and jeans.'
Evans also points to their versatility: 'You can do absolutely anything with a Charlotte Simone coat,' she says. 'You can style it over a black mini dress to go out for dinner, you could wear it over jeans and a sweatshirt to go out for the day on a weekend, or worn over micro shorts and a vest top, it would be perfect for Glastonbury. It works perfectly styled for the vintage, cool girl, rock chick vibe.'
As for how to secure your dream coat in the first place? Simone's advice is to make sure you're online on March 26, at 8pm on the dot. 'But don't be impulsive,' she says. 'There's a lot to look through, and it's important to make sure you really love it.' Start sharpening those elbows, people – now we have A-list celebrities to compete with, too.
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Clementina Jackson is Acting Site Fashion Editor at ELLE UK, working across news and features, trends, e-commerce and SEO. She was previously Fashion Editor at Cosmopolitan and Women’s Health, and Acting Digital Fashion Editor at ELLE UK, where she was named as a PPA 30 Under 30 award winner for her work on size inclusivity. An experienced fashion, travel and luxury lifestyle journalist, Clementina has also written for Harper’s Bazaar, Vanity Fair, Condé Nast Traveller, Tatler, Red and Italy Segreta.
