Rayne Pop-Up Debuts at Selfridges

The resurrection of British heritage brand Rayne Shoes is underway, as the label made its debut at an event at Selfridges in London on Thursday.

Beginning on Sept. 23, the label’s fall ’13 collection, crafted by French designer Laurence Dacade, will be on display for five weeks at a pop-up boutique in Selfridges’ women’s shoe galleries. The space was created by furniture designer Thomas Messel, the nephew of Oliver Messel. The latter designed the brand’s former London flagship.

Nick Rayne, a fourth-generation member of the shoemaking family, bought back the rights to the Rayne name seven years ago. The brand chose Dacade to reimagine the shoes, making her the latest in a line of designers, including Roger Vivier, Hardy Amies, Norman Hartnell and Mary Quant, who have collaborated with the label.

There are 30 styles in the collection, which Dacade crafting using Rayne’s archive for inspiration.

“I loved the idea of an English girly-girl, a Cinderella princess,” she said. “They are not too ‘fashion’, they are more chic. I used a rose motif on the heels in reference to Rayne’s collaboration with Wedgewood china, and an embroidered rose pattern inspired by the interiors of the Rayne and the traditional English rose.”

Following the pop-up, the collection, which ranges in price from 400 pounds to 1,000 pounds, or $605 to $1,510 at current exchange, will remain in Selfridges’ shoe galleries for the rest of the season.

The spring ’14 Rayne collection will be presented in both Milan and Paris later this month.

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