Rare Fashion celebrates successful launch of Opulence collection

Rare Fashion’s launch of its premium collection Opulence has been described as a “soaring success” by its Chief Executive John Quinn.

The 15-piece collection of highly trend and concept driven pieces using premium fabrics, launched exclusively at Pure London last month.

The launch not only saw an increase of customers and quantities of orders for the fast fashion brand, but also doubled its order totals from last February’s show.

Melissa Barton, Wholesale Account Manager said: “Opulence opened new doors to the premium market for Rare. Not only did we repeat business with our long standing customers but we have also reached out to new clients - some of which will be announced later this month and will undoubtedly prove a huge leap forward for the brand.” The demand for the collection was so great that the brand plans to expand the number of pieces for next season to 40.

The Opulence collection sees Rare targeting an older demographic with garments aimed at the 20-something market. Wholesale price points for Opulence range from £25-40, in comparison to Rare’s main collection which starts at £14.

Rare Opulence will be rolled out from April, starting with Rare’s etail store: rarefashion.co.uk