The pitch: before launching her label in 2013, Maria Leonhardt was a buyer. Runway shows, fairs, showrooms, the microcosm of fashion held no secret for this Dane originally from Copenhagen. There remained a gap to take over on the solid base of obvious pieces, essentials to wear every day no matter what season. Bingo, Raiine was born.
Why does one love it? For its effortless style that appeals just as much to Danes as it does to Parisiennes. THE DNA OF Raiine is based on a manifesto for freedom and self-confidence. A well established "power girl" that is showcased by a wardrobe of timeless pieces with contemporary designs—easy and comfortable to wear.
Translation, minimalist design cut in good looking materials, a rock and edgy spirit sprinkled with a boyish touch. Examples? The small top to wear alone or to display discretely under a jacket, the oversized shirt nabbed from a boyfriend, the easy-going and well-cut slim that gives you a great looking b***...
Its Frenchy cousins: there are definite similarities with Iro, The Kooples and Zadig & Voltaire.
The must-have pieces from the new collection? A leather tank top with super sexy thin straps ending in a swimmer back (285€). The kaki casual shirt that enhances all carnations (200€). The black perfecto that conveys real allure (650€). And let’s not forget, the really cool pink satiny blouse like a pyjama shirt, featuring an "aloha" embroidery— totally chill.
Also discover Frankie shop, the most new-yorker brand in Paris.