Branded names tend to dominate press coverage, shows and fashion trends. For start-up businesses, gaining exposure in the saturated industry can be a daunting and difficult process. For designers Rebecca Morter and Gemma Vanson, this simply served as a motivational challenge, as they created their already sought-after fashion brand, REIN. The HausMag team met up with the creative pair in their shared pop-up shop in Camden Stables Market, last week.
The pair met at university and worked closely together during their final year. Gemma helped with Rebecca’s collection, in terms of fabric sourcing and manufacture. After graduating from London College of Fashion, they both moved onto working for Alexander Wang (Rebecca) and Christopher Raeburn (Gemma). All the while staying in contact, working towards their collaborated label.
Upon debut, REIN’s collections gained press exposure and interest. Stylists and celebrities such as Lady Gaga wore REIN, further elevating the public awareness of the brand. From this wave of demand, the design duo were offered a spot at London Fashion week, becoming the key motivation to continue developing REIN.
REIN’s aesthetic is all about empowering women. Described as statement, feminist armour for the busy urban women, the brand’s goal being to create luxury, wearable, functional collections. In addition, the brand not only focuses on a variety of pieces within the collection but also aims to create a lifestyle. Whilst wearing REIN’s clothing, you will live the brand.
The last few months has been a whirlwind for this talented duo. Working extremely hard on their collection that will be featured in London Fashion week 2016, REIN is poised to present an exciting and street wise collection. A significant element that the girls have included within their constructions are stretchy fabrics for ultimate comfort along with and other careful design considerations.
Social and digital media play a major role in reaching REIN’s customers. Rebecca and Gemma have been able to reach their customers directly in a changing market where there are alternatives to wholesale channels to reach customers. By building this concept into their business model, the designers have been able to focus more of their attention on meeting their customers wants and needs.
Wanting to promote smaller, emerging brands, Gemma and Rebecca have set up what they called The Designer Collective. An event where ten emerging designers hold a pop-up shop, and the opportunity to meet and build relationships with their customers in order to learn and adapt their products. This cuts the ‘middle man’, allowing REIN to have a closer and personalised relationship with their consumers.
“We’re a permanent pop-shop for 3 months where we’re harnessing that idea of brands coming together as opposed to having to have a boutique”
At their AW16 London Fashion Week presentation, models roamed freely amongst the guests, allowed the audience to examine the collection closely. Named ‘Panopticon’, the concept of the presentation revolved around reflections, and most probably by Michel Foucault’s panopticon. Models held large round mirrors, taking selfies, against a backdrop of projections, fitting the concept of surveillance. HausMag cannot wait to see how REIN continue to develop their stylistic edge in years to come.
With special thanks toRebecca Morter and Gemma Vanson for their personal comments and hospitality.
Visit REIN’s London Pop Up Store at Camden Markets, Camden Lock Pl, London NW1 8AFReferences