Their predecessors wore Prada and Gucci. But as the Starmers entered 10 Downing Street on Friday, it was clear that there was a fashion policy change under way. The new British prime minister was less Savile Row and more everyman, sticking to his uniform of a crisp white shirt, natty woven tie and dark suit, the jacket worn purposely undone.

His wife, Victoria, wore a Labour party red midi dress featuring contrasting white stitching, costing £275 from British brand Me+Em. A spokesperson for Me+Em said traffic to that particular dress on its site was up by more than 300%.

It was a big day for the brand, which falls into what is known as the “sweet spot” category in the fashion industry and is clearly becoming Labour’s flavour of the month. On Thursday night at the count in north London, Victoria Starmer wore a £295 white cropped jacket from the brand. Within hours it had sold out in sizes up to a UK 12 with limited availability for UK 14 and above. Then on Friday afternoon Angela Rayner was pictured on her way to Downing Street in a bright mint green suit from the brand consisting of a £325 cropped jacket and matching £225 wide-legged trousers.

Founded in 2009 by the former advertising executive Clare Hornby, Me+Em focuses on creating wardrobe staples with longevity, which are more expensive than high street brands such as M&S but nowhere near as exorbitant as designer brands. Hornby has her own design ethos summarised as the three Fs. Each piece must be flattering, functional and for ever. Some will be hoping the same goes for the new government.