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NEW SUBTLE LOOKS AND BRUTALIST HEADQUARTERS AT RAINS FW25

Amidst Shanghai Fashion Week, Lakmē Fashion Week and 080 Barcelona Fashion we could find some intimacy in various social media channels thanks to the latest presentation of Rains for Fall-Winter 2025. They showcased the new headquarters of the brand in Aarhus, Denmark; while presenting, to selected fashion professionals, the collection that is going to hit the stores in August 2025. An off-schedule show that encapsulated the contemporary outerwear lifestyle brand and their neo-Scandinavian aesthetic that they have been presenting over nine years. The brutalist architecture of the space, designed by SLETH, contrasted with the surrounding landscape; just as their clothes, a merge between technical innovation and urban style.

Organic ideas contrast with raw industrial structures in a collection that examines modern resilience. On March 31st, the brand presented FOREVER where a mix of function and conceptual creativity created a personal affair with the viewer. In an impersonal backdrop, a series of garments hit the runway in an evolutive way, where the most cozy and sheltered ones were placed at the end. Daniel Brix Hesselager, founder of the brand, explained that Aarhus is the place where they learned endurance and how to apply it to create rainwear. It is a full circle moment, for a brand that is becoming each year more relevant for the outerwear industry.

The design team, led by Johanne Dindler, answers a question that is very current: How do we weather difficult moments and stay true to ourselves? By equipping ourselves to confront what comes. Balancing timeless and extreme, across 30 looks we can see a proposition more mature, where staples are reinvested and ambition is presented in the form of robust performance and fluid creativity. For this season, a sensorial fleece material is the newest element to their subtle designs. Its presentation is accompanied with their classic waterproof PU fabric being pushed, ruched and structurally transformed into new shapes. Where function itself becomes the target for this experimentation.

Quiet confidence, subtle boldess. That’s how the collection is defined by the brand. This is possible thanks to the work of Pernille Teisbaek in the styling department. Her main goals was to highlight contrast between utility and unexpected designs and showcase the wearability of the collection. When it comes to silhouettes, textures, colors and design innovation we can see a progression that is extended until the end. The focus here is to stay faithful to the formula that they have consistently put out since their beginning and find ways to innovate through the power of the urban outdoor category. Rains offer extreme protection in a classically minimalistic approach that helps the performance of the wearer through their daily activities.

Words: @alraco43