Raya is like the hipster, DJ-infested version of Fight Club. The first rule of Raya: You do not talk about Raya. The second rule of Raya: You do not talk about Raya, so much so that the app punishes you for even taking screen grabs. In fact, we're being a little bit naughty by just writing about it. The word has only leaked here and there , but as you read this, the likelihood is quite high that anyone associated with NYLON who has a Raya account is probably getting flayed by folks in black trench coats.