Advertisement launches a new private label

Masculine lines, edgy cuts and cool, laid-back luxury: We can't wait to start shopping

By Jamie Khoo | Published: 28 Oct 2014

New Raey label
Photo: Freda/ have announced that they will be rebranding their previous women’s collection Freda and offering a new exclusive label for both men and women.

Co-founder Ruth Chapman described the line, named Raey, as being “much more youthful. It's very clean, it's very minimal, it's very cool.”

As Ruth and her husband Tom Chapman, the other co-founder, wanted to bring a stronger focus to their men’s line, they plan to bring an edgier, unisex vibe to Raey. “The womenswear has a really strongly masculine flavour, but you still feel like a girl in it, and the boys’ is really focused on laid-back effortless wardrobe pieces,” she said in an interview with WWD.

The design team will be headed by Rachael Proud, former design director at Christopher Kane and buyer for TopShop. Her nickname “Ray” contributed to the name of this new line and she brings with her experience from both luxury fashion and high street labels.

Raey will join more than 400 international luxury fashion brands currently retailed on, including labels such as Balenciaga, Isabel Marant, Stella McCartney, Gucci and Dolce & Gabanna.


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