Making Quiet Luxury Loud in London

Rahui entered the UK market with a strong product, a clear aesthetic, and a loyal early audience - but London is not a forgiving city for new fashion brands. Attention is expensive, competition is relentless, and premium positioning can unravel quickly if the execution is wrong. The objective was to scale growth without diluting the brand. I led the social strategy and rollout for Rahui’s Christmas launch, focused on amplifying four hero SKUs across the UK.The work centred on defining a clear job to be done: build awareness, drive consideration, and convert — while preserving the restraint and confidence that makes luxury feel desirable. Instagram was positioned as the primary channel, treated not just as media, but as an extension of the brand experience. Content was designed to feel editorial, intentional, and timeless - never salesy. Product-led video and dynamic carousels allowed us to scale reach while keeping the visual language consistent.