“Rashhiiid is for people who love expressing themselves through clothes”, says the 27-year-old Dubliner whose brand marries luxury faux fur, dopamine colour, dramatic silhouettes and quirky styling. “Playfulness is a big part of the way I like to dress and the way I see clothing. I want to make big impact pieces that people feel really excited about, that gives them a real boost to wear.”
It’s this guiding principle that has earned her industry recognition at home — she’s been part of the lineup of next-generation talent at Brown Thomas Create for two consecutive years — a devoted following all over the world, particularly in South Korea, and A-list celebrity endorsements.
“The starting point was making something for myself to wear during my final year at fashion college at the Grafton Academy in 2020,” explains Rachel.
“I wanted a big, dramatic faux fur hat. But I couldn’t find one on the market that was the right colour, the right size, the right price, so I sourced the faux fur material and figured out how to make it myself. Everywhere I went in it, strangers were asking to touch it or try it on. This was during the height of Covid and I couldn’t believe something I had created was sparking human connection during that time.”
Celebrity following
Three years later, Rachel can boast the fact that a host of well-known names such as Doja Cat, Ariana Grande, Rosalía, Megan Fox, Jazzy, Addison Rae and Vanessa Hudgens have all worn Rashhiiid pieces.
“All of it is through Instagram” she says. “Thanks to Vanessa Hudgens I dropped out of my master’s (to concentrate on my brand). Doja Cat was the same — she just literally slid into my DMs. I ended up making her a customised denim and faux fur two-piece. She posted a series of mirror selfies in that outfit, which racked up an incredible 1.3 million likes. I want to keep dressing Doja Cat for the rest of my life! She went on to order a coat, a bag and a new hat. She keeps inspiring me. She’s my current muse.
“The Ariana Grande connection came through her assistant stylist Sophie who is Irish, and she told me Ariana liked my hats. I gifted her one and when it arrived at her house, she posted it on social media. My South Korean following came about through Instagram as well. They really like the hats — which makes me so happy. As well as individual commissions, I’m now stocked in two South Korean retail outlets — both buyers found me on Instagram. The biggest thrill for me is knowing that a label marked ‘handmade in Ireland’ is on the coat of a customer walking around Seoul.
“My designs are intrinsically linked to me. Even if I go out to my studio alone, I’ll wear outfits that I feel good in, look good in, that match my mood for that day.”
Her car as an extension of her personal style
“I’ve never had a car that has helped how I present myself to the world until my Cupra Born. It’s the most positive influence on my mood every day. I’m thrilled it’s electric for one thing, not least because the driving experience feels so smooth. Of course, I love the dark blue colour of the exterior — it’s a perfect colour backdrop for my designs — but it’s the interior design features that really make it special. It has it all, from changeable colour light displays, a heated steering wheel, massage seats and the most brilliant Beats by Dre surround sound system. All I play is Doja Cat! On a daily basis, driving my Cupra Born has changed my life — it’s essential for safe delivery of commissions to the Post Office and for fabric shop runs. I’ve also piled a small crew and a load of samples into my Cupra and headed to Hollywood in Wicklow, stopping off in lush spots to photograph my designs.
Her genuine love of clothes means she’s never lost her way with designs that can’t be enjoyed in real life. And in terms of today’s throwaway mentality, she’s tackling the problem in a measured yet meaningful way, sourcing 100 per cent vegan faux fur and keeping all production in Ireland. The cost of a Rashhiid custom coat can hit the €1,000 mark, but if you fancy renting, Drobey (drobey.ie) a fashion rental platform with a showroom in Monkstown, Co Dublin, offer a Rashiiid hot pink full-length fur coat and a variety of faux fur hats.
How does she stay focused? “You really have to believe in yourself to the point of delusion,” says Rachel. “I feel this in my bones. I can be impulsive with my social messaging but those authentic posts invariably spike opinions, which is good, and can lead to sales, which is even better. Putting myself out there in a certain way can make some people uncomfortable —my incredibly supportive parents do have issues with what I post sometimes so occasionally I’ve had to block them! All I know is at the end of the day you yourself have to be happy, you yourself have to know your worth and you need to be your own champion.”
- Rachel Maguire is a Cupra partner. To find out more about the designer visit rashhiiid.com