Danish outerwear brand RAINS marked its tenth anniversary in a truly special way. To celebrate the milestone, the brand invited an intimate group of 40 guests to Aarhus, the founders’ hometown, for a unique runway show titled “Forever.” This event was not just a showcase of the FW25 collection but also a symbolic return to the brand’s roots, reinforcing the values that have defined RAINS over the past decade.
RAINS has spent the last ten years pushing the boundaries between fashion and functionality. What started as a fresh take on the classic rain poncho has evolved into a premium outerwear brand known for its minimalist design and technical innovation.
The exclusive show in Aarhus paid homage to RAINS’ core principles – simplicity, innovation, and Scandinavian aesthetics. The choice of location was deeply personal, as it was in this city that the brand’s vision first took shape. By keeping the guest list limited to 40, RAINS ensured an intimate and immersive experience.
The FW25 collection, unveiled at the show, embodies RAINS’ signature philosophy—durability, practicality, and timeless design. The title “Forever” not only celebrated the anniversary but also reflected the brand’s commitment to creating garments that transcend seasonal trends.
The collection featured oversized coats, structured jackets, and experimental waterproof materials, blending classic proportions with cutting-edge fabric technology. The color palette remained true to RAINS’ aesthetic, with deep navy, muted grays, and warm neutrals dominating the runway.
While ten years is a moment for reflection, it is also a launchpad for new ambitions. RAINS continues to explore innovative materials and expand its presence in the high-fashion space, proving that outerwear can be both functional and luxurious.
The “Forever” runway show was more than a celebration of the past—it was a statement of the brand’s future direction. As RAINS steps into its next decade, it remains dedicated to creating modern, functional fashion that stands the test of time.
Photos courtesy of Rains
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