Rains FW24 At Paris Men Fashion Week

Rains FW24 / Fall/Winter 2024-2025 At Paris Men Fashion Week. Rains proudly presents its Fall/Winter 2024-2025 collection with entitled FIGURES on January 18th on Boulevard Haussmann.

Paris – Building on a design vernacular from directional silhouettes shown through a new presentation format arrives a technological and stylistic innovation lab, showcasing the brand’s progressive approach to design, with a renewed lens of bringing rainwear to the street.

Rains FW24 / Fall/Winter 2024-2025, this season’s main communications vector sees Rains transcend the repetitive tropes of a grandiose runway show in Paris, where models are scanned on a factory tableau vivant and transformed into 3D-printed figurines, embracing a singular sense of fearlessness, Each figure adds their own identity to the presentation, representing individuality amongst a uniformed trove of PU-cladded characters. The presentation of Rains FW24 / Fall/Winter 2024-2025 showcases the insider expertise of Rains’ creative ambitions, to result in a high-tech collection balancing fabric manipulation with visual storytelling that can be described as future nostalgia.

Function and future are concepts that initially may appear mundane and old school when used in the context of design, but in reality they create an enduring appeal to evolve past a point of banal clothing seemingly designed almost solely to photograph well.

“What we intend to create has to be practical and useful, but also playful without being unevolved. We like to have an approach that holistically sets us apart from others.” Philip Lotko & Daniel Hesselager

Using next-generation biomaterials, Rains continues its collaboration with Zellerfeld on an intensified 3D-printed slide to show how creativity can be reimagined to help us better navigate the world.

Rains works with make-up artist Min Kim and hair stylist Kim Rance to abstract the ordinary with a striking consideration leaving the Rains FW24 cast seemingly coated in a manufactured beauty. The concept-driven, figurine understanding of texture, severity, and process.

About Rains

Rains is an outerwear lifestyle brand. Its collections blend a conceptual-meets-functional design approach, a strong urban inspiration, and a signature fabric identity. A coated waterproof fabric palette inspired by Rains’ first design – a contemporary reinterpretation of the classic rubber raincoat. Rains brings its neo-Scandinavian aesthetic, unisex collections, and consistently surprising curation to consumers across four continents.