When it comes to marketing a brand, most retailers feed into their customers’ emotions in order to elicit a response. Whether it’s a look, persona or complete lifestyle that’s being leveraged, they create narratives that consumers can only dream of making a reality. MM.LaFleur takes a different approach, instead drawing inspiration from their own clients to put real women in the spotlight.

MM.LaFleur’s signature hashtag, #betterthingstodo, speaks to the mindset of its core clientele—successful women between the ages of 30 and 50 who’d prefer to devote their time to leading a company than going shopping. The brand recognizes that its clients either don’t have the time or desire to hit Saks Fifth Avenue; it also acknowledges that they have high standards that they aren’t willing to compromise on. That’s why the design team, helmed by former Zac Posen designer Miyako Nakamura, produces luxury-grade apparel that’s equal parts functional, comfortable, and stylish.

Technologically advanced fabrications are resistant to spills and plane rides, while thoughtful silhouettes flatter almost any body type. For most clothing brands, the latter would be a hollow self-proclamation, but MM.LaFleur actually delivers—and even offers visual evidence. Women of all ages, ethnicities and shapes are cast to model classic wrap dresses, cropped trousers and smart blazers, resulting in photographic proof of the brand’s diverse appeal. (And hallelujah— a beautifully inclusive website!)

The collection—which ranges from classic to modern and falls between $110 and $595—toes but never crosses the line into trendy. The pieces can be mixed and matched (which means drab pantsuits are things of the past) and dressed up and down (making it easier than ever to head straight from the office to an event or dinner). The simplicity is somewhat genius, and completely intentional: women can personalize their outfit with a scarf or necklace, or throw on a dress and walk out the door without a second look. They never have to worry about being constrained, uncomfortable or unprofessional. They can also feel confident knowing that people are paying attention to what they’re saying, not what they’re wearing.

Ever cognizant of the unique needs and shopping habits of its clientele, MM.LaFleur offers three ways to shop: online; at showrooms and pop-ups in major cities throughout the U.S.; and via a curated service called the Bento Box, where four to six wardrobe staples are sent right to your door. But no matter which route is preferred, clients always have the option of working with a personal stylist—a convenience that enables the team to engage customers more closely, and the customers to put as much (or as little) effort as they wish into refreshing their wardrobe.

So, who are these successful women who have such little time to shop? They’re the women who aren’t being profiled by Vogue, Vanity Fair or The New York Times, but are every bit as admirable, influential and inspiring as the ones who do. They’re owners of law firms, CEOs of non-profit organizations, published authors and architects. They’re advocates, trailblazers, peacemakers and workaholics—in the best sense, of course. They’re extraordinary people who deserve recognition for their hard work, but largely haven’t received it. Which is where The M Dash, MM.LaFleur’s digital magazine, comes into play. Interviews, endearing editorials and valuable professional advice offer an intimate look at the women the brand was created for—and who have, in turn, made it successful.