RAINS PRESENTS AW25 ‘FOREVER’ AT ITS NEW AARHUS HEADQUARTERS

On 1 April 2025, Rains introduced its Autumn—Winter 2025 collection, FOREVER, in an off-schedule show hosted at the brand’s newly established headquarters in Aarhus, Denmark. Marking its tenth runway presentation, the show brought Rains back to its origins—both geographically and conceptually.

Models walked through the brand’s working warehouse space, transformed into a raw, industrial show environment. Steel shelving and functional structures weren’t disguised, but built into the set design—reflecting Rains’ commitment to fusing utility with concept. The shift from Paris to Aarhus underscored the collection’s focus: modern resilience and the value of reinvention.

“It had to be Aarhus,” said Co-Founder Daniel Brix Hesselager. “Its weather was the reason we launched Rains. It’s where we learned endurance—and how to design for it.”

FOREVER explores the idea of protection in times of turbulence—how to stay grounded, how to adapt. The collection shifts between quiet, minimal silhouettes and exaggerated, sensorial textures. Oversized fleece accessories and reworked staples appear alongside technical outerwear. Durable waterproof PU remains central but is used in new ways: ruched, sculpted, and layered. Cabin bags are rethought with shoulder straps; the brand’s original jacket is recut with a slouched fit and oversized collar.

Throughout, Rains balances utility and expression. Technical fabrics typically used in bags now appear as protective coatings on outerwear. Each piece addresses functionality first, then pushes form.

Styled by longtime collaborator Pernille Teisbaek, the show built gradually—starting with muted tones and ending with louder, more extreme silhouettes. “This collection is about contrast,” Teisbaek noted. “It takes staples and stretches them. It’s both grounded and forward-looking.”

The AW25 FOREVER collection will be available in Rains stores and online at rains.com from August 2025.