Here for It: This New Line Celebrates Strong Women and Future Bosses

Stylists-turned-designers Emily Current and Meritt Elliott have the ultimate fashion track record. Whether it’s mastering the art of celebrity styling, creating the perfect pair of jeans (from their Current/Elliott days), or building a brand that stocks the staples every woman needs with The Great, this power duo just, well, gets it. Now, the multihyphenate pair is at it again with a new namesake label, Emily & Meritt—a youthful collection of soft apparel (and adorable stationery too, because why not) with the tag, “Soft Knits for Strong Girls.”

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Best friends themselves, Meritt and Elliott use their new collection to celebrate the power of friendship and self-discovery, which you’ll see in this most recent drop of friendship-themed pieces. “We believe that women have the power and the thoughtfulness to rule the world, so we wanted to create something that would inspire,” they said. Well, that absolutely comes across in the offering and corresponding brand imagery. You’ll see.

With new deliveries dropping every month, this empowering label is worth having on your radar. It’s also one you’ll definitely want to tell all your friends about. Keep scrolling to scope the pieces we’re adding to our carts this weekend.

Market Director

Bobby Schuessler is a fashion editor with over a decade of editorial experience covering shopping, style, and beauty. He's spent over seven years at Who What Wear, currently leading the market team to deliver highly covetable and convertible content. He creates data-driven shopping guides featuring top retailers like Nordstrom, Shopbop, and Net-a-Porter and is at the forefront of Who What Wear's shopping tentpole strategies, including Amazon Prime Day. He also works on branded content initiatives and appears on camera in video and shopping livestream franchises. He has also worked across a variety of other media brands and fashion retailers like Refinery29, PureWow, Men's Health, and Gilt covering commerce, trend reporting, women's and men's fashion, home, and lifestyle.