When a fashion brand sees a spike in popularity (or, let’s be honest, goes big on its paid advertising), it’s usually quite obvious. It typically starts out on the feeds of industry heavy-hitters before trickling down the sartorial food chain, and before you know it, you can’t scroll through Instagram without seeing a *insert buzzy It-brand* buy. But, every now and then, a name comes along that manages to work its way into the wardrobes of the fashion elite without a song and dance. This season, it was all about Raey.
Launched in 2015, Raey is the in-house brand of luxury e-commerce platform, MATCHESFASHION.COM. Specialising in unassumingly chic, seasonless pieces, the brand may have been around for the last 7 years, but it’s the last 24 months that has seen it garner cult status, with fashion editor’s racing to snap up Raey’s covetable coats and premium knitwear. The brand reported a staggering 500% growth in sales this season, pointing to its soaring popularity.
Raey’s success points to the stripped-back approach shoppers are starting to take to their wardrobe, prioritising hard-working, well-made basics over transient trends. While you won’t see any flashy logos or branded prints in its collections, once you recognise Raey’s oversized, minimalist aesthetic, you’ll start to see it everywhere you go. The brand’s wool coats have been a particular winner this winter, with fashion editors, celebs and influencers alike embracing its enveloping appeal.
This season, we have our eye on the brand’s denim, which has really embraced the noughties trend with slouchy, wide-leg fits that would look achingly cool with a simple white tee and chunky boots. We also have a soft spot for the ’90s vibes of the twill maxi skirt which will be perfect for spring with a light ribbed knit and loafers. Gwyneth eat your heart out. Something tells us this brand is only going to get bigger, so time to get name-dropping. Scroll down to see how the fashion crowd have been wearing Raey’s elevated basics, plus shop our new season edit.
Monikh’s shearling Raey coat is exactly what we want to wear on chilly winter weekends.
The brand’s wool navy coats have been a big hit with the fashion crowd.
Smyth Sisters proving that a simple navvy knit and white jeans can be a super chic pairing.
We love how Lindsay has styled her Raey bomber with leggings and dad sneakers.
Raey’s coats have been popular with celebs too.
A cream oversized coat instantly elevates a classic pair of straight leg jeans.
You can’t go wrong ewith a black, full length coat, as seen here on Lorraine Pascale.
Balance out statement trousers with an oversized blazer a la Hannah Lewis.
Lucy has cleverly layered her Raey ribbed knit under a vibrant tartan dress.
Proof that sticking to neutrals is never a bad idea.
Queen of minimalist style, Brittany Bathgate, is a big fan of Raey’s basics.
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