For a company that has always been about evolution — starting off with a bricks-and-mortar store stocking luxury fashion brands 25 years ago, to becoming an online powerhouse with more than two million visits a month — MatchesFashion.com’s key to success has always been about offering something new.
Last month, the London brand revived its in-house label Raey with a new twist: a menswear collection.
The Directory spoke with creative director Rachael Proud and men’s style director Simon Chilvers to discuss why now is the right time for a new menswear label.
Take us back to the beginning. Where did it all begin for Raey menswear?
Rachael Proud: We just felt it was the right time to launch a men’s collection. Our menswear business at matchesfashion.com has grown enormously over the last couple of years and we felt there was a gap in the market for what we wanted to offer. We approached the collection by asking ourselves what men need to get dressed every day. I liked the idea of functional garments that a man can live his life in.
The menswear market is booming. But weren’t you ever concerned that there are already so many labels for men out there, especially considering you work for a luxury online store that sells many brands?
Proud: We had seen a new type of men’s customer emerging, a guy with a relaxed, contemporary sense of style who appreciates quality. We wanted to offer something for that customer that could also sit alongside our edit of luxury collections. We also thought a lot about price point — we’ve worked incredibly hard with factories to ensure that the collection is of a really good quality, but also at a contemporary price that men should find compelling.
How has the reception been so far to Raey? How do you plan to expand it?
Proud: It’s been really positive. The collection just launched online, with a great response from the press, and we’ve already seen customers responding to some of the key pieces. As for future plans, we’re already well underway with the autumn-winter 2015 collection, so watch this space.
How involved are you personally with the collection?
Proud: It’s very personal to me. From the start, myself and the team were thinking about what the men we know would want to wear. I think the cashmere tracksuit sums up the attitude of the collection, it’s incredibly luxurious, but done in a really effortless way.
How has online shopping evolved over the years, especially for men?
Simon Chilvers: I think a lot of men have come to realise how much easier it is to shop online and how much more choice there is. It’s definitely helped men become braver with their style choices.
Are online shopping trends from the Middle East unique, or is it similar to the rest of the world?
Chilvers: Our menswear clients in the Middle East are definitely tapped into the sportier, more relaxed mood that we’ve seen coming through in menswear. We see a great response to luxury sneakers and sportswear-inspired fashion from the likes of Givenchy, Balenciaga and Lanvin. There’s real style awareness in the Middle East. We’ve also seen our men’s clients responding to newer names, like Christopher Kane.
What else is keeping you busy at MatchesFashion?
Chilvers: We’re launching some really exciting new collections for spring-summer 2015. Keep an eye out for Astrid Andersen, who creates incredible sportswear-inspired menswear in bold prints. She’s one to watch.
Go get yours
Raey is now available on matchesfashion.com.
