Fashion In Motion

Right from the beginning, Rapha’s customer was clear cut; someone who is now commonly referred to as a Mamil (Middle Aged Men in Lycra). You can picture him now: a wealthy father-of-two who battles a bulging waistline by cycling to work in the City. As the years went on, Rapha often polarised cyclists due to their price point, such as £480 for a cycling jersey and shorts (a 2016 article in the Guardian asked ‘Why do so many cyclists love to hate Rapha?’) Regardless, the fandom boomed and there are now more than 20 ‘clubhouses’ worldwide, totalling 20,000 members globally, making Rapha the biggest cycling club in the world. In recent years, Rapha have expanded into a holistic lifestyle offering, which has included skincare and travel, as well as trying their hand at publishing in-house magazines and films.

Amidst this global takeover, female riders were somewhat neglected, until 2010. That year, Rapha launched women’s clothing with three key products: classic jersey and arm warmers, the classic wind jacket and classic shorts. Although the interest was small at the time, Rapha’s intention was to offer world class products within the women’s market and grow it from there, knowing that they had an opportunity to drive demand.

As such, the 50 year old sportswear specialist offers a unique, invaluable perspective at Rapha: “I have a maker’s background as a creative pattern cutter. The way I see it, my job is to create clothing that responds to the need of a cyclist and to make sure it’s done in a refined way. I may not be actively cycling but hearing about the team’s riding experiences informs my process.”

Claudine’s first job took her to Dubai where she designed dresses for Arab women during the first Gulf War. Needless to say, her career has not been a linear one: “It taught me about fit and body types, and how to create clothes that are made for movement.” Prior to committing to Rapha full-time, she worked freelance for mega brands, such as Levi’s, PUMA and adidas, before taking on the position of Programme Director at London College of Fashion. Here she ran six courses, one on sportswear: “There is far more to consider when designing sportswear than traditional fashion garments. It is, in a sense, fashion in motion.”

We discussed the pandemic and how it’s changed consumer behaviour. In addition to comfort, Claudine explained that she’s also seen a shift in the way we prioritise health: “Since the pandemic people are investing their money in keeping active and clothes that serve that purpose. Other areas of the fashion industry, like occasion wear, are falling short. We’ve come to realise that moving our bodies is so important for wellbeing.”

As we look back over the course of her 30-year career, I wonder about the biggest changes she’s witnessed. Claudine answered: “In my opinion, it’s people’s desire to have the best. There’s a higher level of expectation when it comes to authenticity. Secondly, there’s an awareness of the environment and more decisions are now based on that.” So, when it comes to Rapha, Claudine is proud to work for a brand that embodies this authenticity: “It’s not just a label. There’s bonafide credibility and depth. We’re the best in what we do.”