RAINS, the Danish outerwear brand, has been making waves in the fashion industry since its debut catwalk show at Copenhagen Fashion Week in 2020. Founded in 2012, the function-first brand established its niche in rainwear, with turnover in 2022 exceeding €80 million according to the brand. In a bid to turn international heads, RAINS made its debut at Paris Fashion Week in February 2021, and its fall show was a further statement of intent.
The brand commandeered the Théâtre du Châtelet, the 19th century theater and opera house close to the Seine river, seating the audience on the stage looking out onto the red velvet auditorium. Then, it sent out models in increasingly radical inflated silhouettes to a thumping soundtrack of Missy Elliott. Creative director Tanne Vinter explained the choice of location, saying “I think what was interesting was the contrast between an iconic, grand, classic, almost romantic location, then you merge it into this more urban, city, streetwear vibe.”
The superhero theme was a hit with the audience, with models wearing mesh breastplates sporting an “R” logo and dramatic floor-sweeping puffer coats whose arms were extra elongated, evoking images of Mrs. Incredible, alias Elastigirl. However, Vinter cautioned that the theme was not just about capturing the superhero, but about empowering the inner hero. “We really wanted to bring out some uniforms to create energy and positive forward movement,” she said.
RAINS also revealed a collaboration with the German technology company Zellerfeld, which produces shoes out of a spongy recycled TPU material. These 3-D printed sneakers were a highlight of the show and will be available in limited quantities in stores. As Vinter described them, “It’s like walking on clouds”.
RAINS is proving that not all heroes wear capes, some of them wear down-filled, metallic purple onesies topped off with three further puffer jackets and futuristic 3-D printed shoes. The brand’s innovative designs, collaborations, and emphasis on empowering the inner hero make it a standout in the fashion industry.
You maybe interest to read:
RAINS – Spring/Summer 2023 – Paris Fashion Week
AURALEE – Fall/Winter 2023-2024 – Paris Fashion Week
HED MAYNER – Fall/Winter 2023-2024 – Paris Fashion Week
Click on this link to read this article in French version.