London designer Charlotte Beecham adapts her fashion brand to the challenges of the pandemic, achieving remarkable success through a direct-to-consumer model and celebrity endorsements.

Charlotte Beecham, a prominent designer known for her innovative outerwear accessories brand, Charlotte Simone, has gained significant recognition before turning 30. The London-based designer, who grew up in Hampstead, originally launched her brand while still a student at New York University. Officially unveiling her collection in 2011 at the age of 24, Beecham quickly captured the attention of fashion influencers. Notable celebrities like Alexa Chung, Olivia Palermo, and Gigi Hadid began to showcase her colorful accessories, such as the iconic Popsicle Scarf and the playful Sass Cap, which contributed to the brand’s initial popularity and expansion into vintage-inspired coats.

In an interview with Observer, Beecham reflected on the difficulties her brand faced during the COVID-19 pandemic. The traditional wholesale model, which dictated churning out multiple collections each year, became unsustainable as many of her wholesale accounts vanished almost overnight. Facing this challenge, Beecham pivoted to a more direct-to-consumer approach, utilizing social media platforms like Instagram to connect with her audience and showcase her products. “Taking that time and breath allowed me to reflect and speak directly to customers on our social,” she explained.

As a result, she adopted the Drop model for her fashion brand, which allows Charlotte Simone to release its online collection just three times a year with a focus on smaller, limited-edition pieces. This shift has provided Beecham with greater creative freedom, enabling her to pursue more unique designs without the constraints posed by wholesale demands. She noted, “I felt super confident in the fabric, and I was like, that’s what’s going to make it so special; only 80 of our customers are going to be able to own this coat,” referring to a special design crafted from a rare tiger print fabric sourced from a German factory.

Beecham’s new approach has proven successful, particularly this winter, as her designs have gained traction with various iconic pop stars from different eras. Taylor Swift has notably played a key role in elevating the brand’s profile, with reports indicating a staggering 220 percent increase in U.S. sales after the singer was spotted wearing the Charlotte Simone Penny coat. Swift’s recent appearances, including at a Kansas City Chiefs game alongside her boyfriend Travis Kelce, have further spotlighted the Lulu coat, making it a standout piece.

Despite these evolving business strategies, Beecham’s mission remains consistent. She recalls her own experiences at NYU, where she prioritized investing in one standout accessory to enhance her otherwise modest wardrobe. “I would have wardrobe staples that I would wear on rotation—a tee, a pair of jeans, sneakers—and then I’d always be looking for that one piece that would elevate the everyday,” she stated. This philosophy continues to inform the essence of Charlotte Simone, aiming to provide stylish investments that complement any wardrobe.

As Charlotte Simone prepares for its next Drop on March 26, featuring an array of exclusive, previously unreleased designs, Beecham remains focused on balancing limited production with sustainability while catering to her audience’s desires for statement pieces across the fashion landscape.

Source: Noah Wire Services