New to Mercantile // Rita Row

Rita Row was born in Figueres (Girona) in June 2013 and is the brainchild of two halves: Imma Serra and Xènia Semis. From its beginnings, the brand established a clear objective: to craft elegant and functional clothing. Rita symbolizes a woman in search of comfort, quality and style; this fictional character acts as a muse to the designers, cultivating a design and production culture dedicated to sustainable production, ethics and high-quality standards. A project with an integral soul that merges tradition, conscience, design and exclusivity.

Every collection draws inspiration from a theme, resulting in delicate and simple garments infused with a contemporary urban charm. Rita’s world carries the Mediterranean breeze that only seaside-inspired creations can have. Behind a purchase at Rita Row, lies an unwavering commitment with the realms of beauty, sustainability, ethics and tradition. Rita Row is a close team, bound together by the passion for stylish attire, meticulously crafted to last and be loved. The brand work to ensure quality and transparency throughout the entirety of the process. With fair working conditions, they have established the foundations for conscious, carefully crafted fashion. Their aspiration is to reflect this ethos in every piece, texture, detail of the brand. They aim for Rita Row to serve as a symbol of mindful consumption, hand in hand with beauty, simplicity and comfort.

This SS24 the Clouds Collection draws inspiration from the ever-shifting palette of the sky and the land, and serves as a paradigm of a renewed Rita: daring and bold. The garments have a freshly energetic and intrepid allure; through dreamlike hues, velvety textures, and inspiring silhouettes. For this collection the brand collaborated with the visual artist Alba Yruela for the campaign.

"It was an honor for us to work with someone who shares our roots, someone who understands the intricacies of our landscape, and someone who, like us, calls l’Alt Empordà home. On a radiant March day, we embarked on a journey from our studio in Figueres to the coastal towns of l’Alt Empordà. As we traversed this familiar terrain, we were reminded of the profound connection we share with our land and the imperative to preserve it." - Rita Row

Shop SS24 Rita Row here