When there's a new addition to the Great British High Street, our concentration and wallets duly stand to attention. Meet MO&Co, China’s hippest affordable label and, in a nutshell, like a cheeky lovechild of H&M and Zara. After years of British designers turning to China to find their fortune, it seems that the tables are now turning, with a raft of new up-and-coming Chinese designers - check out Huishan Zhang for starters - making waves on the european circuit.
And now MO&Co is set to follow suit. With over 600 stores on its home turf catering to a population of over 1billion, MO&Co is not only one of China’s most successful highstreet brands but it also attracts some of the industry’s most sought-after models in their campaigns (it’s Freja Beha this season).
Part of MO&Co’s popularity – both overseas and, we predict, here - is down to the fact that it has signature aesthetic riffs on Parisian and London wardrobes but with the fun, fast-paced trend-smashing style that Chinese shoppers so love. Imagine grungy bomber jackets made into sports-luxe dresses, slogan-splattered sweatshirts or tailored coats in popping colours.
First off the block to bring it to Blighty is Selfridges, who have decided to import it into all their stores. ‘Influenced by street culture, and with the knack for translating high fashion references with a playful attitude, MO&Co. is different, exclusive and affordable – the perfect combination,’ says Lydia King, Selfridges’ womenswear buying manager. ‘We love bringing our customers something they haven't seen or heard of yet!’
Whether MO&Co would ever consider opening standalone stores on the high street is unknown, but, in the meantime, who are we to turn down a fresh fashion update or two? Go with the MO&Co flow by shopping Grazia's top buys here...
Available in Selfridges London and Birmingham and online.