“Luxury is no longer defined by excess—it’s defined by intention.” So says Jac Cameron, the founder and creative director of RÙADH, which makes its debut on the Official New York Fashion Week Schedule this September.
Over the last few years, quiet luxury has become a much-discussed trend in fashion, born as the antithesis of logomania and maximalism. “Quiet resilience,” as Cameron calls it, underscores the ethos behind her label: strength expressed softly, elegance without excess. Her collections offer timeless, clean silhouettes which prove that minimalism can feel vibrant, and her designs are an ode to everyday chic.
It is no surprise she once served as global director of denim at Calvin Klein.
Today, she channels that expertise into what can only be described as denim alchemy. It takes a true jean connoisseur to turn a wardrobe staple into something really special, which Cameron does with apparent ease.
Where are you from? How is your hometown or background weaved into your
designs?
I grew up of a farm in rural Scotland, the closest town was Glasgow about an hour’s drive away. The inspiration behind RÙADH comes from my upbringing in the Scottish countryside. My work is anchored in Scottish heritage, with campaigns shot largely against Scotland’s iconic backdrop.
When concepting RÙADH in the very early stages I knew that Scotland would be the thread that runs through many touch points of the brand. You can see it in the details, fabrics and the overarching visual identity of the brand.
My upbringing also taught me a keen appreciation for artisanship and craft. My grandmother
worked in a sweater factory, and came into contact with people who created extraordinary things with their bare hands, and I knew I wanted to do that as well. As we grow the brand, we hope to be a respected voice for these values. Luxury is no longer defined by excess—it’s defined by intention.
In the beginning stages of creating a collection, where do you search for
inspiration?
In the beginning stages of creating a collection I work with a few references that shape the brands’ visual identity. I draw a lot from my personal heritage, personal experiences and from the essence of femininity.
Themes of confidence and resilience are also explored within the context of how the wearer feels in the finished garments and how the campaign imagery contextualizes the clothing. I try to imbue a lot of symbolism and energy in the pieces.
I tend to lean into clean lines, precise tailoring and high-quality fabrications, with extensive attention to every detail of each piece. I place emphasis on the shoulder, the waist and sculpt shapes to emphasize both functionality and beauty.
As the brand evolves, I have delved deeper on a more mature energy. A quiet strength weaves through each silhouette; were feminine grace meets bold defiance.
What was your first experience with NYFW and how has that shaped you as a
designer?
I moved to New York two decades ago to intern at Marc Jacobs, my first NYFW was at one of his shows dressing and prepping backstage. The energy of the show was electric, charged with a palpable sense of optimism.
For me NYFW was the crystallization of a lifelong dream. I went from cutting patterns with my grandmother as a kid to foraging for clothing scraps as a teenager, to attending fashion school in London before ultimately coming to New York to participate in Fashion Week. It was all I could have hoped for.
If you had to use one of your own pieces for the rest of your life, which would it
be and why?
The Quinn Jean without a doubt. This jean is more than just denim—it’s a story woven from start
to finish. I crafted it using heavyweight Japanese indigo, a fabric chosen not just for its durability, but for the way it ages, softens, and deepens over time.
It’s a true 5-pocket classic—simple, honest, and rooted in tradition. But what sets it apart is the
wash: a soft, sun-faded indigo that feels like something you’ve owned for years. There’s a warmth in it, a quiet familiarity, like your favorite vintage piece passed down or rediscovered. The kind of jean that feels lived in from the moment you put it on—broken not by wear, but by design. And it contains signature details that I’ve woven consistently through the brand, like jewelry-like buttons and rivets.
This is a piece that grows with you. It’s meant to gather memories, to show the marks of your
days—It’s about how it makes you feel: grounded, confident, and connected to something
honest and lasting.
