The Elevated Brand Fashion People Buy Their Best Basics From

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 this winter, 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.

Queen of minimalist style, Brittany Bathgate, is a big fan of Raey’s basics.