Rains took its 10th runway show back to its birthplace in Aarhus, Denmark, welcoming about 40 guests to the brand’s headquarters for a Fall/Winter 2025 unveiling called “Forever.” The presentation opened with a question, “How do we stay true to ourselves in difficult moments?” That prompt set the tone for a decade-spanning nod to Rains’ water-repellent origins, balanced with a forward-minded attitude.
Slightly reflective finishes mimicked a perpetual drizzle, while pared-down silhouettes kept the focus on the core materials. The surprise came in soft fleece, adding a tactile shift to the brand’s familiar sleekness.
Each piece felt practical yet experimental, a reflection of Rains’ knack for adapting its signature protective gear. With a decade behind it, the brand shows no sign of hesitating to reshape its own mold, still rooted in the same spirit it began with.
