Rare London launches into loungewear

By

Sandra Halliday

Published
Jan 25, 2021

As loungewear continues to be the star product category for fashion sales at present, occasionwear brand Rare London has become the latest label to launch into the category.

Its debut collection (for SS21) was created “in response to the current climate of multiple lockdowns”. 

The label, which has been worn by celebrities including Beyoncé, Nicole Scherzinger and Little Mix, has designed “off-duty separates” but has kept its ‘dressing-up’ links with its “signature glam aesthetic” represented by “form-fitting spandex and cosy marls for maximum comfort while still making a style statement”. Animal print is key, as are cut-out detailing and ruching.

The full collection retails between £25 and £59 and has just been made available for SS21 wholesale.

A second drop, for AW21, will be available to pre-order from July with the line on show at the digital Magic trade show during February. The company currently sells via Asos, Nelly and Zalando and the collection will also roll out on the brand’s own B2C webstore next month.