Matches announces Raey private label

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Set to go on sale in January 2015, the new men’s and womenswear line from Matches will be exclusively available online at Matches Fashion and in store.

« We have rebranded the collection taking a clean, modern direction, » explained Matches co-CEO Ruth Chapman.

Creative director Rachael Proud is in charge of the modern, minimalist line. We’re expecting interesting things: Proud has a solid fashion background including her time as design director at Christopher Kane, where she developed the resort and menswear collections for the brand. Prior to this she worked for Topshop overseeing the high-street label’s many designer collaborations. 

Matches has joined a number of e-commerce operations who are focusing on their own lines, offering quality neutral pieces to complement the brand mix they sell. The Outnet launched its own brand Iris & Ink in 2012 while others including Indian online fashion giant Jabong are also getting in on the trend.

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