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stwomedia | Introducing RAAAH – Rocking New Label to Debut at Pure London (3-5 August) and Africa Fashion Week London (9 August) - stwomedia
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Introducing RAAAH – Rocking New Label to Debut at Pure London (3-5 August) and Africa Fashion Week London (9 August)

Sophisticated yet edgy, timeless yet contemporary, RAAAH is the rocking new label to look out for at Africa Fashion Week London 2014. A huge coup for an emerging label, RAAAH will be showcasing its debut collection “Fly/Fly High” to an international audience on Saturday, 9 August 2014, at 5.30pm.

Effortless elegance and sleek silhouettes which embody stylish yet sophisticated simplicity are the design esthetics which govern RAAAH creations making the label ideal for contemporary women of all ages with a range of ready-to-wear as well as made-to-measure cutting edge looks pitched between High Street and high end.

Angel Crop_Flirty Suit

bobbi dress

boldness dress

Founded in April 2014, RAAAH is the brainchild of businesswoman turned fashion designer Rahima Mohamed.

“I’ve always had my own style and creativity in putting things together which is quite different to most people, but to be honest, I never thought of wanting to have my own brand at that time,” says Rahima on her interest in fashion.

“It was some few years ago I started visualising myself in the fashion industry. Turning my passion for fashion into action, I initially launched the First Chapter Boutique retailing ready-made high-end women’s clothing and shoes. My fashion dream not fully realised by retail, I went on to study Fashion Drawing at the London College of Fashion to perfect my drawing/sketching skills and was further inspired to create my own designs rather than retail other people’s,” Rahima adds.

bumble bee_joy skirt
classy elly dress_sally dress

Crochet Dress

cutting edges crop_angelica skirt

RAAAH’s debut collection “Fly/Fly High” is inspired by the designer’s desire to make a lasting impression and stylishly fly high with her creations which she feels goes for every woman taking pride in her style. The versatile and contemporary collection is informed by a celebration of colours from more earthy creams and ivories to vibrant reds and timeless black, bold shapes as well as vintage inspired pieces which, according to Rahima, requires to certain level of confidence to pull off. The intended effect: a clean yet cutting-edge silhouette which exudes class and confidence, turning heads, stealing the show and flying high.

RAAAH is kicking August off in stylish activity. The label will be exhibiting on 3-5 August at Pure London, UK’s leading fashion buying event where RAAAH creations will, for the first time, be presented to over 12,000 buyers from independent and department stores, multiples and e-tailers at London Olympia.

flirty suit

cutting edges crop_trina pants

goddess maxi dress

harty dress

Saturday, 9 August will see RAAAH’s runway debut at the prestigious Africa Fashion Week London, a huge feat for an emerging designer, set to showcase her designs to a diverse audience of fashionistas, buyers, celebrities and press.

“I must say I’m very excited and blessed to be taking part at Pure 2014 and AFWL 2014 even though it’s all overwhelming as it’s happening around the same time. They are two reputable shows in the UK fashion industry for me to partake in as an emerging designer who has been in the industry for only a couple months,” says Rahima about the upcoming events.

“I am nervous but ready at the same time and am looking forward to the amazing first time experience and gearing up my confidence as both events get closer. I think people will be impressed by the collection as I have had good feedback on it so far. People need to keep their eyes peeled for RAAAH; this is just the beginning and there’s more to come.”

To find out more about RAAAH please visit

Heather Suit

loosen up dress_v2

Follow RAAAH on:

Twitter: @raaahlondon
Instagram: @raaahlondon