More And More

More And More is a German fashion label offering women’s ready-to-wear, shoes and accessories in the upper-mid price segment (dresses €120-€250, coats €200-€400). The range spans everyday jersey staples, occasion wear and limited “Edition” drops, sold through the brand’s own webstore, 25 German concessions in department stores such as KaDeWe and Alsterhaus, and about 350 independent boutiques across Europe. Designs centre on relaxed tailoring and soft, natural fabrics—Tencel, linen, boiled wool—cut in oversized silhouettes with adjustable details that convert pieces from day to evening. The company promotes small-batch production in European family-owned factories and publishes fibre origin for each garment, a transparency practice rare at this price level. Best-known items include the reversible “Twin” coat and the “One-Shape” dress that fits sizes 34-44 without alteration. Core customers are 30-55-year-old professional women who want contemporary style without chasing trends and who value comfort and responsible sourcing over logo prestige. Shoppers typically live in urban Germany or Austria, travel frequently and prefer a capsule wardrobe that packs light and transitions from office to weekend. More And More competes with Scandinavian minimalist labels and premium German high-street brands. It differentiates by combining inclusive sizing, convertible styling and traceable European manufacturing at price points 20-30 % below designer equivalents, positioning itself as “honest luxury” rather than discount or aspirational couture.