Charlotte Simone Is Back With A Limited-Edition Collection Of Brilliant Coats, Bags And Scarves

The designer says she's had to 'adapt and fast' in the pandemic.

Charlotte Simone

by Natalie Hammond |
Updated on

This year has thrown a curve ball - and then some - at fashion businesses big and small. But it’s largely the latter, without luxury conglomerates behind them, who have had to shift gear. For Charlotte Beecham, the 31 year-old designer behind Charlotte Simone, it has involved an entire 180. ‘The brand has had to adapt - and fast!’ she says. ‘We have said goodbye to our retail model and shifted to our online business.’

Charlotte Simone
©Charlotte Simone

But that’s not all. The business isn’t just throwing its weight behind direct-to-consumer, but is committing to limited-edition drops, available to customers for one week only. This isn’t to manufacture ‘hype’, but the opposite. Working on a small scale ensures that each collection is considered. ‘In the past, I often felt pressured into design decisions to please major retailers or hit scheduled deadlines continuously delivering newness way ahead of the season,’ says Beecham.

Charlotte Simone
Charlotte wearing the new collection ©Charlotte Simone

‘With the direct-to-consumer approach, we can deliver beautiful, limited-edition pieces. For example, one jacket could be one of 69 simply because the roll of fabric found only allows for that many.’ That is one silver lining to what’s happened this year; the time to take stock and examine if what’s been the status quo is actually working. ‘I'm incredibly excited about the creative freedom that lies ahead.’

Charlotte Simone
©Charlotte Simone

What hasn’t changed is the brand’s spirited approach to outerwear and accessories, with the first drop including a shaggy (Seventies-tastic) coat, the so-called Lulu, a cute buckled bag, the Mimi, and a belted leopard-print coat (the Penny).

Charlotte Simone
Charlotte wearing the new collection ©Charlotte Simone

The latter is Beecham’s personal favourite. ‘She’s a style that has become a signature to Charlotte Simone, but the leopard brings it to life in a whole new way. She’s my grandma’s favourite too. ‘It cinches in to flatter the waist,’ she tells me.'

Charlotte Simone
©Charlotte Simone

The designer reached out to her following during lockdown, asking them openly about the future of Charlotte Simone, sending DMs and taking polls on Stories. ‘The overall message from our customer base was that they wanted ‘special’ and quality pieces for their wardrobes,’ she says.

‘Everyone wanted something colourful and unique to lift their spirits.’ They’ll certainly have something colourful, not to mention cosy, for the winter months. And for Beecham, it’s just a matter of keeping her head down and soldiering on. ‘It’s been a really rocky road and we’re not in the clear just yet, but I’m determined to make it work.’

Gallery

SHOP: Charlotte Simone's Limited-Edition Collection

Charlotte Simone, Lulu Jacket, £3851 of 7

Charlotte Simone, Lulu Jacket, £385

Charlotte Simone, Peggy Hat, £952 of 7

Charlotte Simone, Peggy Hat, £95

Charlotte Simone, Penny Jacket, £3953 of 7

Charlotte Simone, Penny Jacket, £395

Charlotte Simone, Mimi Bag, £1504 of 7

Charlotte Simone, Mimi Bag, £150

Charlotte Simone, Lulu Jacket, £3855 of 7

Charlotte Simone, Lulu Jacket, £385

Charlotte Simone, Mimi Bag, £1506 of 7

Charlotte Simone, Mimi Bag, £150

Charlotte Simone, Cropped Penny Jacket, £3007 of 7

Charlotte Simone, Cropped Penny Jacket, £300

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