Staged in the brand's new Danish headquarters and styled by Pernille Teisbaek, Rains' AW25 conveyed a message of modern resilience
How do we navigate difficult moments and stay true to ourselves? It's a fitting question for a brand like Rains, whose essence lies in outdoor category, to ask itself. The answer was articulated in the show notes for its autumn/winter '25 collection, entitled Forever: "By equipping ourselves to confront what comes."
Looking to what was presented on the runway, Rains proposes facing the elements with a little humour. Accessories that swallow the wearer entirely in sensorial materials. At other times, garments were blown up to the extreme. Extreme pieces for extreme turbulence.
Marking Rain's 10th runway show, this was a particularly personal affair, staged at the brand's new home address in Aarhus, Denmark. Pivoting off schedule, it was important to the founders to hold the show on this home turf, within the brand's very won warehouse facility. "It had to be Aaahus," says co-founder Daniel Brix Hesselgar of the freshly-opened headquarters. "Its where we learned endurance and how to apply it to create rainwear."
A mass of glass, steel, concrete and pine, Rains' four-storey headquarters seamlessly blends elements of brutalist architecture with the wildness of the Danish landscape, reflecting the brand’s connection to the outdoors.
Against the imposing industrial backdrop of towering steel warehouse shelving, themes of endurance and resilience emerged. Styled by Rains' long-time collaborator and former Vogue Scandinavia cover star Pernille Teisbaek, cabin bags were accessorised with shoulder straps, the brand's signature jacket recut into slouchy proportions with an oversized collar to elevate its protective purpose. "It was important to me to showcase the wearability of the collection," Teisbaek explains, "taking a piece that pushes boundaries and bringing it back to where it'll be worn – in the outdoors," she says.
“We were interested in reinventing icons,” adds Johanne Dindler, Rains' head of design. “Forver icons meet future icons. The show itself evolves – starting with more muted pieces and building up to a louder finale, ready for the most extreme weather.”
See the full Forever SS25 collection below, which will appear in Rains stores and Rains.com worldwide from August 2025.
