Rains - AW24

By Josefin Forsberg

Photo: Titre Provisoire for Rains

3D printing, material manipulation and futuristic functionalism – this was Rains' autumn/winter '24 collection

Rains may have started with a humble rain poncho, but last night the Danish brand once again reminded us of how far it has come. Presenting its autumn/winter '24 collection on Boulevard Haussmann as part of the official Paris menswear schedule, the collection on display was a far cry from understated or simple.


Padded, sharp shouldered and rendered in floor-sweeping silhouettes, yet again material manipulation was a standout in Rains' design vernacular. Rendered in glossy PU coated fabrics and short-haired shearling, the statement coats came accessorised with exaggerated scarves and hoods to hold up against the cold. As refreshing as an amuse bouche, among all the wadding and all-enveloping ensembles there was a (somewhat surprising) set of super sleek maxi coats and draw-string adorned puffer skirts.

“What we intend to create has to be practical and useful, but also playful without being un-evolved," noted the co-founding duo Philip Lotko and Daniel Hesselager. "We like to have an approach that holistically sets us apart from others.”

This season, Rains' urge to step outside of the norm was felt not only in the futuristic functionalism seen in the fashion, but also in the production of its presentation. Using next-gen presentation technology to showcase the brand’s progressive approach to design, models were scanned on a factory tableau vivant during the presentation and transformed into 3D-printed figurines.

See the full collection below: