We hit up the new Rains HQ in Aarhus, Denmark where the brand showed its FW25 collection, “Forever”, and the show was too good.
Usually showing in Paris, the brand pivoted and held its 10th runway show at its newly opened office where it all started: founders’ Philip Lotko and Daniel Brix Hesselager’s home on the coast of Denmark: Aarhus. And the building was too clean with its raw brutalist architecture and minimal aesthetic. Office goals fr.
In an intimate setting of just about 50 guests, the Danish label revealed its latest collection and the designer team made it rain: outerwear was the main character (obviously), the textures were crazy, and the silhouettes need to be taken in. The technical gear that Rains is known for took to exaggerated shapes and innovative silhouettes that were both wearable and protective, but also reflected a sleek creativity.
“We were interested in reinventing staples, balancing the timeless with the extreme,” said head of design, Johanne Dindler. “There’s a quiet confidence, a subtle boldness. The show itself evolves – starting with our more muted pieces and building up to a louder finale. Ready for the most extreme weather.”
Rains’ outerwear was reimagined with a practical avant-garde vibe, subverting its typical range and taking on the brand’s heritage to the next level. The Rains team really cooked with this one.
Featured images Rains©
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