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

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.’

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.

‘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.’

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).

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.'

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.’