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Rayne re-launches at Selfridges

Premium footwear brand Rayne will relaunch at a pop-up shop in Selfridges following a twenty year absence from the footwear market.

Opening on September 23 for five weeks in the Shoe Galleries in Selfridges Oxford Street, the Rayne collection has been designed by Parisian shoe designer Laurence Dacade, who has previously worked for Chanel as well as her eponymous footwear label. 

Decade hopes to bring a “European edge” to the British brand, in order to “bring it up to date” and attract a new generation of customers.

Retail prices range from £400 to £1,000.

The Rayne pop-up has been designed by Thomas Messel, nephew of interior designer Oliver Messel, who originally designed the flagship Rayne shop on Old Bond Street in the late 1950s.

Helen Attwood, buying manager for women’s shoes at Selfridges, said: “Rayne is a wonderful example of a label that will delight those who already know of their footwear, while those who don’t will enjoy learning about its incredible history. The product, under the creative eye of Laurence Dacade - who is a great talent - has huge commercial potential.”

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