Whether you know it or not, your wardrobe suddenly looks a lot more like your daughter’s.
It may once have been unthinkable that you’d wear the same brands. But now retailers are using the same fabrics and prints but in different cuts to appeal to different generations.
A-listers at recent fashion weeks were busy proving the point.
Reese Witherspoon and her daughter, Ava, attended Fendi’s haute couture show in Paris last month, both sporting the exact same bag but in different shades.
Gwyneth Paltrow’s daughter, Apple, was snapped in pieces from her mum’s closet. Andie MacDowell and Margaret Qualley share a love of Chanel.
Here’s how to embrace the mother-daughter trend.
Me & Em
While it may be a notch up in terms of price (its silk dresses are typically about £595) British brand Me + Em majors in investment pieces that you’ll wear on repeat for years.
If you’re lucky enough to be the same size, you can swap them in and out of your daughter’s wardrobe, too.
Savvy to the shared style trend, Me + Em is increasingly using the same print in two different cuts.
The same viscose fabric has been used in this fulllength long-sleeved dress for example, and also this shorter, flirtier-cut piece with a more nipped-in waist.
Brora
Well known for its Scottish cashmere and chic country style, Brora has always appealed to an older woman with a bigger budget.
As the brand turned 30 last year, founder and creative director, Victoria Stapleton, asked her daughters, Jessica, 25, and Lola, 21, to design a limited-edition collection called Skye by Brora.
The result? A youthful spin on the brand’s classic pieces, including its luxurious knitwear and organic cotton shirts, inspired by their mother’s lifelong influence and traditional style.
Rixo
Henrietta Rix and Orlagh McCloskey started Rixo back in 2015 with a winning formula of flattering cuts and floral prints, versatile enough for work, holidays and weddings.
Women — including Margot Robbie and the Princess of Wales – are sold on the brand.
And now it is amping up its appeal to all ages by extending its sizing from a UK 6 to 26.
A clever accessories edit allows you to style the looks your way.
Massimo Dutti
The big sister to Zara is offering more premium designs at a higher price point, with looks that work for all ages.
Last year’s True Minds campaign featuring Charlotte Rampling, then 77, and Lila Moss, 21, made the point loud and clear — we dress grandmothers, mums and their daughters.
You’ll find timeless silhouettes, like the standout trench coats, and modern details such as tailored, cropped blazers in its Studio collection.
White Stuff
Last week, White Stuff launched its second campaign featuring real-life fan and newfound model Sylvia Ezer, and called it ‘Who’s a mum to you?’
In the shots for Mother’s Day, the 88-year-old (above right) is seen with her daughter and two granddaughters, wearing the spring collection alongside other friends of the brand, including shop managers and designers.
From pretty shift dresses to relaxed jackets and easy everyday denim, it’s hard to call who’s wearing it best.
M&S
Until M&S hired style icon Sienna Miller to front its 2023 autumn collection, few teenagers ventured beyond the food hall.
Now comes a Mother’s Day campaign featuring real mums and daughters wearing coordinating looks, including bomber jackets, slip skirts and trench coats, to get home the message that one style can suit all ages.
Mint Velvet
By using models of different ages and introducing entry prices as low as £19 for leggings, this label has become a firm favourite with mums and daughters.
Stand-out pieces in the new spring/summer collection include mix-and-match separates like this asymmetric waistcoat and cargo trousers, and higher-end investment pieces like leather jackets for £359.
Robert Johnson is a UK-based business writer specializing in finance and entrepreneurship. With an eye for market trends and a keen interest in the corporate world, he offers readers valuable insights into business developments.
