"We have always embraced the idea of individuality and uniqueness," explains Raf. Each piece in the collection is a work of art in itself, with its own name and identity, paying homage to the cultural and artistic heritage that fuels the brand. Storytelling is at the heart of Very Rare’s DNA, with a 21-point manifesto and a clear ambition: to make art accessible to everyone through wearable clothing.
Who’s Next: Between expansion and collaboration
In September 2024, Very Rare will participate in Who’s Next for the first time, a key moment for a brand in full expansion. "The last two years have been pivotal for us," Raf reveals. Now sold in prestigious stores like Selfridges, the brand makes 90% of its sales in the United States, but only 5% in France. This edition, therefore, represents an opportunity to explore the French market. Key pieces from the collection, such as Spirit and Sacred, are an eclectic mix of influences ranging from classical painters like Van Gogh and Leonardo da Vinci to rap culture icons like 2Pac. Raf also seeks to cultivate creative collaborations, staying true to his philosophy of "co-contribution" rather than competition.
A unifying energy
Raf views this first participation as a positive experience, highlighting the cultural differences between American and European purchasing mindsets. "In Europe, buyers are more cautious, while in the United States, purchasing decisions are quicker," he observes. However, he appreciates the chance to reconnect with familiar faces in the industry and to tap into the unique creative energy of the event. "It’s also thanks to this diversification that we can stand out in a market dominated by mass-market and monochromatic brands," he explains.
A unique trade show for young designers
What sets Who’s Next apart, according to Raf, is the wealth of opportunities it offers to young designers. "The curation is well thought out and encourages collaboration, especially with fashion students or new brands," he notes. For him, the show fosters a creative and human environment that accelerates meetings and expands his network. The event thus plays a crucial role in the development of Very Rare, particularly in building a community around the values of individuality and creativity.
In conclusion, this first edition has been a turning point for Very Rare, which continues to carve out its path at the intersection of art, fashion, and community. Raf closes with an inspiring message: "Together, we’re stronger," a philosophy that guides every step of the brand’s journey.
