When a fashion brand sees a spike in popularity (or, let’s be honest, goes big on its paid advertising), it’s usually quite obvious. It typically starts out on the feeds of industry heavy hitters before trickling down the sartorial food chain, and before you know it, you can’t scroll through Instagram without seeing an *insert buzzy It brand* buy. But every now and then, a name comes along that manages to work its way into the wardrobes of the fashion elite without a song and dance. This season, it was all about Raey.