RŪH is fashion label with a mission. They “make killer clothes for women who believe modesty is empowering”. Their silhouettes are broad, relaxed and include flared trousers, A-shaped tops and cork-bottomed sliders. Their trails of floating fabric feel quite Horses-era Patti Smith. One standout piece is the white silk, wide-legged trouser. This “palazzo pant” also has an elasticated waist, but the fitting is elegant and is a million miles away from the dreaded Juicy Couture comfy pants. The label’s co-founder, Soni Ruh, says the palazzo is the best-selling item of the collection. “In a world where women and men are squeezing themselves into skinny jeans, (this is) an easy stylish alternative,” she says.
