A Shift in Venue and Approach

In a bold move, Rains co-founders Philip Lotko and Daniel Brix Hesselager opted to forgo Paris Men’s Week for the presentation of their latest collection, choosing instead the intimate setting of their new headquarters in Ahas, Denmark. This marks a significant milestone for the brand, as they had long aspired to create a branded space for diverse events, as Lotko articulated: “We’ve dreamed of doing this in-house, and we always wanted to build a branded house where we can host multiple things.” The event welcomed a small audience of approximately 40 attendees, creating a unique atmosphere for showcasing their work.

Embracing Intimacy in Presentation

The choice of a less conventional location reflects a growing trend in the fashion industry, where established names like Givenchy and Tom Ford have also shifted towards more intimate show formats. Lotko remarked, “I think in times of uncertainty, you want a certain kind of intimacy and comfort. And it’s easier to deal with small crowds. Your message can be clearer.”

Collection Inspiration

The collection aptly titled “forever, not just places” draws inspiration from current uncertainties, posing the question: “How do you stay true to yourself in difficult moments?” This theme is manifested through a playful reimagining of Rains’ signature functional staples, showcasing items like distinctive pulley coats and luxurious fleece materials. The designs featured innovative elements, including zippers incorporated into the raincoats and trousers, resulting in refreshing variations on established pieces.

Exploration of Textures and Colors

Creative director Johanne Dindler, who has been a part of Rains for three years and previously worked with Moncler, emphasized the collection’s emphasis on texture. “We wanted it to work with different kinds of textures this season. We conceptually tied very strongly to the PU fabric and wanted to split it down by introducing different kinds of textures,” she explained. The collection included unique interpretations of fleece that pushed design limits, combining different materials to create dynamic looks that promise both functionality and style.

Dindler introduced a delicate color palette to the collection, incorporating muted shades such as maroon and buttery yellow. This thoughtful approach balances contemporary trends with timelessness, providing versatility across different fashion cycles. “It helps you play with colors, almost as much as you play with textures,” she noted.

Future of Rains’ Presentations

When questioned about the potential for their new headquarters in Aarhus to serve as a permanent show venue, Lotko responded, “That’s not necessarily the case. It’s a bit unpredictable in our DNA. Today, what we show here felt like the right move. Tomorrow is about what will help us own our destiny.” This statement reflects the brand’s commitment to flexibility and innovation in their future endeavors.