How Preen became a political fashion favourite

Preen, or Preen by Thornton Bregazzi as the brand is formally known, may be an unfamiliar name to some. But it’s caught the attention of the world’s leaders from Michelle Obama to the Duchess of Cambridge.

Established by husband-and-wife design duo Justin Thornton and Thea Bregazzi in 1996, Preen has dressed the First Lady nine times with Michelle even choosing the label for her last ever interview. Wearing a printed chiffon maxi (that’s currently on sale at Net-a-Porter for £1017) for a talk with Oprah, the soon-to-be former First Lady proved her style credentials once again.

“She’s educated people in print and colour, and taught people that you don’t have to follow the traditional rules for formal dressing,” Justin recently told The Telegraph. The pair have become such a staple in Michelle’s wardrobe that they were invited to a 2015 White House dinner celebrating her favourite designers.

It’s not just America’s leaders that have favoured the British brand. Our very own Duchess of Cambridge added the label to her wardrobe this year, buying two of their fitted Finella dresses in the past few months alone. In September, Kate was seen wearing the red design during her Canada tour while an appearance at an awards ceremony in November saw the royal don the same style in black. Of course, both colours sold out immediately.

So how does a fashion label become a household name for two of the most important families in the world? Well, the designers’ journey with FLOTUS started back in 2011 when she and Barack Obama embarked on their first visit to the UK. A presidential or royal tour usually means a wardrobe full of the country’s designers so naturally, Preen’s flattering printed styles were at the top of the list.

The label’s signature designs were also spotted on Samantha Cameron for two very important political engagements. The former prime minister’s wife sported an electric blue checked dress for 2015’s Conservative general election victory while wearing a similar style in white for the announcement of David Cameron’s resignation in September.

Perhaps it’s Justin and Thea’s understanding of the modern woman that puts them at the forefront of political dressing. The designers told The Telegraph that it’s part of their job “to make things for ‘real’ women” as well as catwalk figures (which most recently saw punk and paganism meet in a flurry of ruffled designs).

Or maybe it’s their forward thinking that allows leading ladies to feel comfortable being seen by millions in a Preen dress. The duo may have started selling skinny jeans to Kate Moss but they have grown up along with their customers. “We design things that will photograph well and look good as a static image. We used to be all about black and grey, but that doesn’t sell online. If you do black now, you have to add a graphic element to grab attention,” they commented in a recent interview.

After all, female political and royal figures are now renowned for their fashion choices as much as their speeches. And when the world’s watching, you know you have to take risks and impress.

It seems Preen has developed the perfect formula. They may not be a household name in the average family but they’re known where it counts.

Goodbye high street: The Duchess of Cambridge’s wardrobe cost £174,000 this year

Michelle Obama says her ‘door is open’ for Melania Trump in candid exit interview with Oprah Winfrey