The Evolution of the Simon Miller Brand
Simon Miller is a brand that has always been synonymous with the free-spirited working creative. However, Chelsea Hansford, the creative mind behind the brand, has noticed a shift in her customer base. While the brand has traditionally catered to a younger audience, Hansford has been focusing on tailoring the brand’s look to mid-career professionals in their thirties and forties. These individuals may be interior designers, artists, gallerists, or businesswomen, including venture capitalists.
To meet the needs of this growing demographic, Simon Miller is expanding its collection to include more suiting and poplin pieces. One of the most exciting additions this season is a sleeveless version of the brand’s signature Lock top, a poplin button-up with a unique open back flap and adjustable waist-cinching tie. Additionally, there is an abstract floral suit and a knit mini shift dress paired with matching pants, perfect for a busy 8-to-8 schedule.
Recognizing the trend of multi-day weddings, Hansford is also catering to brides who want to make a statement without breaking the bank. A white sequined pantsuit is ideal for a City Hall wedding, while a body-skimming strapless dress could be the perfect choice for a rehearsal dinner. While Simon Miller may not be known for traditional gowns, the brand aims to be the go-to destination for guest of wedding attire, fun parties, events, and cocktails.
In a bold move, Hansford recently opened the first brick-and-mortar Simon Miller store in downtown Los Angeles’s Arts District. The store’s location next to art galleries and trendy eateries reflects the brand’s direction towards championing the arts and appealing to the working creative demographic. As Hansford puts it, “I wanted to do our own thing that represented where we’re going as a brand and champion the arts, and that’s more of the working creatives. That’s our customer.”
