Dagmar Hired Former Head Designer From Raey

In the summer of 2024 Matches Fashion closed down, much to the dismay of its devoted customers. Beloved not just for their expert designer curation and their signature marbled boxes that came with every purchase, it was also their in-house line Raey that drew a cult following. Consisting of well-priced basics from ultra soft cashmere sweaters to sweeping coats to tailored trousers and jeans, plenty mourned the brand’s demise. Well, those fans are in for a treat because the woman behind those pieces, Rachael Proud, has a new gig as the design director at Dagmar, a Scandinavian brand known for their minimalist leaning designs.

Founded by a trio of Swedish sisters, Karin Söderlind, Sofia Wallenstam, and Kristina Tjäder in 2005, Dagmar started out as an unexpected way to strengthen their family bonds. “We’ve always wanted to do something as a way to bring us together since we’re all in the same industry, just in different ways. There was a longing to create more than just fashion, we wanted to build a philosophy based on a design aesthetic and quality that lasts, in both style and quality,” said Wallenstam. The result was a clean, sharp brand with just enough quirk to keep it interesting — the essence of Scandi style, even before it became a fashion phenomenon. “There is a duality to her. She wants warmth, ease and femininity, but also strength and edge. We often talk about Swedish interiority — the idea that confidence doesn’t have to be loud, and that sensuality can be present without being announced,” explained Wallenstam.

That Swedish sensibility just got a jolt of British cool, with the addition of Proud. It’s a natural fit, as Raey offered women pieces that blended seamlessly into their existing closets. “This project is so interesting because it’s a real collaboration, my aesthetic blending with Dagmar’s and Sofia’s ideas for the new direction for the brand. There is a lot of my relaxed edge to fits and menswear fabrics, but we have been sensitive to not letting me go too wild with my… shall we say, generous fit preference,” she said. Debuting in spring 2027, with styles hitting stores at the end of this year, the results are tweaks to some Dagmar staples. From a leather off-the-shoulder dress to their Boston suit and flat front trouser, everything is cut to have a slouch that feels relaxed and elegant, exactly what fans of both labels want and crave in their wardrobes.

A deep understanding of what women want unites Proud and the women behind Dagmar, making it easy to see why both have loyal followings. Perhaps Wallenstam explains it best, “She has a real life. She works, travels, hosts, raises a family, and moves between different worlds and different cities. She wants clothes that can move with her through all of it. She buys with intention, wears things for years and trusts her own instincts more than trends. She isn’t defined by age, but by a mindset.”