Based in London, REIN offers the wearer the ultimate in statement, one-of-a-kind design. A fusion of quality fabrics and laser cut details, the initial collection captures the essence of the brand, focusing on the body as a medium – both revealing and concealing as it explores the relationship between body and clothing, ultimately a celebration of the female form, inspired by and for women. The designer duo behind the brand, Rebecca Morter and Gemma Vanson, graduated from London College of Fashion in 2013 and their pieces have been worn by Lady Gaga, Charlie XCX, and Cheryl Cole among others. Today we chat with the ladies of REIN about how two creative minds came together to create a modern-day Joan of Arc.
How and why did you start designing? How did you both meet and start a brand together?
GEMMA: We both have different reasons for moving to London but our story starts when we met at London College of Fashion while studying together. We have the same attitude towards our careers and worked together a lot during our final year. Whilst I specialize in development and production Rebecca does the designing and this means we work really well as a team as we’re both looking at the garments from different perspectives.
REBECCA: After graduating, our brand was worn by some amazing celebrities and we thought, “you know what we have something special here,” that’s why we decided to launch the brand. Everyday is a roller coaster, but the rewards are amazing and seeing something that you are so passionate about growing is just an incredible feeling.
What is your biggest hurdle building a brand today?
Our biggest hurdle is trying to grow a brand in an already saturated market. You have to constantly be better than your competitors, thinking differently to reach your audience and catch their attention.
What do you think about fashion today?
Fashion is such a huge and fast industry. With the high street being so quick to get the trends to its consumers at such an affordable price it’s becoming harder for luxury brands to convey the value of their products. But there are consumers out there that want to buy a product that will last them for years – that they can love and take care of. We want our customers to trust in our brand and come to rely on us for something special.
What is your fashion philosophy?
If you feel good, you look good! We want our woman to be confident. At the end of the day that is the key.
What inspired this line?
For this line, HEROINE, we explored an amalgamation of chaos, unchallenged intricacy and beautiful fascination of the far east. Portraying a contrast of hallucinogenic layers building upon one another to create and distort. Through a contrast of high shine, matte and felted dense greys melting into blackness the collection depicts the dramatic fervor of a woman in her everyday battle. The result emits a Joan of Arc heroine, a strong, powerful woman, covered from head to toe in armor.
Where do you go and what do you do for inspiration?
We’ve learnt that as soon as you have an idea in your mind you see inspiration everywhere, walking down the London streets, waiting for a bus. It’s all about taking the time to look and letting yourself be influenced by what you see. At the end of the day our woman is at the core of our inspiration so she’s always in our minds. Any tips and tricks of the trade? Stick to your plans and goals. This industry is so fast that if you let one thing slip the rest will fall as well.
Ready to become a REIN woman?