Rains' co-founder Daniel Brix Hesselager highlights the misconception that Rains is a traditional rainwear brand, emphasizing their evolved identity. The Autumn/Winter 2025 show marks the brand's tenth collection since its 2012 creation and their first outside Paris Fashion Week. This presentation took place in their impressive new 11,000 square metre headquarters in Aarhus, Denmark, which features a unique rainwater distribution system. The collection's theme revolves around resilience and the idea of weathering life's challenges, resonating with global struggles.
"People still associate us with traditional, classical rainwear... and that's only a minority of what we do today. That's the biggest misconception people make."
"The event marks not only the brand's tenth runway presentation since its 2012 inception... but also its first since stepping away from the clamouring Paris Fashion Week circuit."
"Any lingering notion that Rains is a niche, fledgling outerwear brand is dispelled by the sheer scale of its new home... a contemporary art gallery in its jaw-dropping scale and beauty."
"The collection posed a question in its press notes: 'How do we weather difficult moments and stay true to ourselves?"
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