Created in 2016 by Sonia Trehan, the RUH brand is a real breath of fresh air. Featuring elegant pieces with a minimalist chic, we discover a first highly desirable collection whose watchwords are simplicity and pragmatism.
AN ATYPICAL PATH
A far cry from renowned fashion schools, Sonia Trehan asked questions about the world and studied religion at Columbia University. It was only later that this self-taught American designer took an interest in clothes and their structure, finally launching the RUH (soul in Arabic) brand in 2016.
At a time when everything is moving quickly (too quickly), Sonia Trehan is going back to the essentials. With sensitivity and elegance, she creates timeless pieces that beautifully enhance women in the blink of an eye.
Her talent was quickly spotted by Net-à-Porter’s president Alison Loehnis, who offered the designer the opportunity to take part in the first “The Vanguard” incubation programme dedicated to mentoring emerging designers.
There is nothing embellished or superfluous here. Sonia Trehan focuses on beautifully cut pieces, streamlined lines and subtle details. Paying quite particular attention to the choice of materials, Sonia Trehan travels a great deal, especially to Naples, where she unearths fabrics of incomparable quality.
Wide trenchcoats, pencil skirts, high-neck shirts, vinyl overcoats, etc.: the RUH Autumn/Winter 2018 collection offers minimalist contemporary pieces for an effortless chic look. In goes without saying that there are a few masculine touches, with oversized coats and trouser suits.
A PRIVATE CLUB
Like its style, RUH banks on understated communication: there is no public Instagram account or access to the site without signing up first. Sonia Trehan goes against the tide, fleeing this generation for whom social media is inevitable. Like an American fraternity counting a few privileged members, RUH cultivates a sense of mystery. At heart, isn’t luxury about inaccessibility?