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 an *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 Matches Fashion. Specialising in unassumingly chic, seasonless pieces, the brand may have been around for the last seven years, but it's the last 24 months that have seen it garner cult status, with fashion editors racing to snap up Raey's covetable coats and premium knitwear. The brand reported a staggering 500% growth in sales this season, proving its soaring popularity.
Raey's success points to the stripped-back approach shoppers are starting to take to their wardrobes, 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 relaxed, minimalist aesthetic, you'll start to see it everywhere you go. The brand's wool coats have been a particular winner, with fashion editors, celebrities 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. 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 has 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 weekends.
Marianne Smyth proves that a simple navy knit and white jeans can be a super-chic pairing.
We love how Lindsay has styled her Raey bomber with leggings and sporty sneakers.
Raey's coats have been popular with celebs, too.
You can't go wrong with a black, full-length coat, as seen here on Lorraine Pascale.
Proof that sticking to neutrals is never a bad idea.
Minimalist fan, Brittany Bathgate, is a big fan of Raey's basics.
Shop our Raey edit:
Great white T-shirts are hard to find, but Raey has some of the best around.
It's not just the jeans to look out for, Raey has the best jackets and shirts, too.
Just add trainers or loafers to this loose-fit suit.
You could dress these jeans up with jeans or keep it casual with ballet flats.
Raey also has some of the best cashmere around—love the split cuffs on this cardigan.
Just add a t-shirt, gold jewellery and mules for a low-key evening look.
You'll find any occasion to wear this dream maxi dress.
This post was originally published at an earlier time and has since been updated.
Maxine Eggenberger is Who What Wear UK’s deputy editor and has over twelve years of experience in fashion journalism. She been creating engaging and elevated style content for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories, and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, works closely with influencer talent on content initiatives, represents the brand at industry events, and regularly contributes to social media. Previously, Maxine appeared on TV in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.
Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship, she was offered a position on the Look magazine fashion desk. She accepted, leaving university a year early in the process. She went on to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion writer along the way. She later served as Look’s acting Editor in Chief before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others. Maxine works remotely from her countryside home near Edinburgh.
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