Designer labels rejected in favour of crisp, flattering and functional outfits from British brand

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%.

Wear your politics on your sleeve – and the rest of your body – as political parties and indie sellers offer up everything from Keir-branded flip-flops to a Margaret-themed mug

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You may have snapped up a Renaissance tour T-shirt when you went to see Beyoncé or display your loyalty to your local coffee shop by carrying around its branded reusable cup. But have you thought about buying a memento of the 2024 general election?

Political parties are betting on it (not just the Conservatives this time) as they continue to churn out election merch right up to polling day. The somewhat eclectic offerings are far from the days of a simple satin rosette or bumper sticker.