Rains Autumn/Winter2025 / AW25 in Aarhus Denmark.
Rains is pleased to presented its AW25 collection ’FOREVER’ in a runway show at their headquarters in Aarhus, Denmark. The collection examines modern resilience and reinvention.
This was the first event held at Rains’ newly opened headquarters, a space that marks a new chapter for the brand. Designed in collaboration with SLETH, the 11,000-square-meter building merges brutalist architecture with the surrounding landscape, reflecting Rains’ deep connection to the urban outdoors. The space features expansive glass facades, custom-built interiors, and a rainwater-fed living wall that evolves with the seasons—an organic contrast to the raw industrial structure.
Rains’ tenth runway show was a very personal affair. This season saw the brand pivot from Paris to an off-schedule event held at their newly opened headquarters in Aarhus, Denmark. Where models walked powerfully down rows within the brand’s very own warehouse facility, which became an imposing, raw and industrial backdrop for the FOREVER collection. Authentic working elements, such as the steel shelving, even formed integral parts of the set design. A true example of the brand’s dedication to mixing function and conceptual creativity. Tastemakers from around the world lined the rows as they were introduced to the Rains AW25 / Autumn/Winter2025 collection and immersed deeply into the story of Rains.
“It had to be Aarhus. Its weather was the driving factor to launch Rains. It’s where we learned endurance and how to apply it to create rainwear. It had to be the headquarters. Because it’s the truest representation of our brand.” – Daniel Brix Hesselager. FOREVER stands as a message of modern resilience. Rains asks: how do we weather difficult moments and stay true to ourselves? The answer: by equipping ourselves to confront what comes. Sometimes, this means facing the elements with a little humor—accessories that swallow you entirely in sensorial fleece material—and other times, it takes everything you have to protect yourself against the turbulence. Rains examines this contrast here, in a collection that balances the timeless and the extreme.
“For this show, we were interested in reinventing staples. Balancing the timeless with the extreme. FOREVER icons meet future icons. Showing not only our progression when it comes to silhouettes, but textures, colors, and design innovation, too. There’s a quiet confidence, a subtle boldness. The show itself evolves—starting with our more muted pieces and building up to a louder finale. Ready for the most extreme weather.” Johanne Dindler, Head of Design.
FOREVER symbolizes something else: ambition. A continued resilience in a fluctuating industry. Staying faithful to a formula that includes melding technical performance with clean and minimalistic expressions, while finding ways to innovate and drive the urban outdoor category. Robust performance contrasts with fluid creativity, demonstrated by the introduction of a soft textural fleece material to complement the durable, waterproof PU, which runs throughout Rains AW25 / Autumn/Winter2025 collection as a base for experimentation. Function itself becomes the target for this experimentation, stylistically refined to add aesthetic and performance value to consumers. Cabin Bags are accessorised with shoulder straps. Rains’ second-ever product, the Jacket, is recut into a slouchy, mismatched proportion with an oversized collar to elevate its protective purpose. Zippers become tools for connecting fabric expressions, and the brand’s signature PU fabric is pushed—ruched and structurally transformed into new shapes. Technical fabrics that typically reinforce Rains bags become the protective coating for new Puffer Jackets. Extreme protection presented in Rains’ classically minimalistic approach.
Rains AW25 / Autumn/Winter2025 collection has been styled by Pernille Teisbaek, a frequent collaborator of the house. “We wanted to focus the styling on highlighting the contrasts within the FOREVER collection – the bold silhouettes, alongside the reworked staple pieces and details threaded through. It was important to me to showcase the wearability of the collection – taking a piece that pushes boundaries and bringing it back to where it’ll be worn – in the outdoors. Having collaborated with Rains for over 9 years, this collection is one of my favourites. It artfully blends utility with design in unexpected ways – and I think it truly reflects the evolution of the brand.” Pernille Teisbaek, stylist.
Ready-to-wear and accessories featured in these pages will be appearing in Rains Stores and on rains.com worldwide from August 2025.
About Rains, the brand is a contemporary outerwear lifestyle brand blending function with a neo-Scandinavian aesthetic. Inspired by traditional rainwear, the brand reimagines waterproof design through a modern lens, offering collections that merge technical innovation with urban style. Rains is available in flagship stores and retailers across four continents.
All images Rains AW25 / Autumn/Winter2025 by the brand. PR Agency Lucien Pages Communication.