Elevated outdoor clothes is new urban chic, RAINS' SS24 collection, which was shown in Paris channel the wet spirit of summer through a cool coordinated colour palette, from ready-to-wear waterproof winning looks
©Filippo Fior, courtesy of RAINS, Spring–Summer 2024.
Rains re-examines water and reflects the confidence of a wardrobe that embraces it. The ‘Drenched’ collection proposes textile innovation paired with contemporary Scandinavian design to create clothing that’s at once spirited, functional, and rooted in rainfall.
The brand's runway show as part of the official Menswear Ready-to-Wear Spring—Summer 2024 Paris Fashion Week, was presentee on June 22, at 73 Rue De Richelieu.
“Contrast is a central tool in the journey of Rains. This season, space was created to consider the unexplored in our own waterproof DNA,” explains Co-founder, Philip Lotko.
Far from the sight of water, the audience is immersed in a sound bath; echoing drips, rippling splashes,
pouring water. Resonant piano notes strike, marking the start of the show; soundtracked by Danish
Composer, Frederik Valentin. His dreamy, ethereal composition evokes rainfall.
The opening look captivates attention; an ode to Rains’ signature rainwear silhouettes. Models file in
behind, entering the dry showspace as if caught in a downpour outside, their hair saturated, their skin
decorated with surreal raindrops. The space itself is focused, centered; all attention is fixed on the energy of the runway.
Spring–Summer 2024 Collection:
“Rains was born out of the rain,” says Tanne Vinter, Rains Head of Design. This link underscores the
Spring–Summer 2024 ‘Drenched’ collection and the visual language woven throughout.
A retrospective study of the classic rain jacket sparked the genesis of the first collection chapter. As the
first hooded models make their way through the crowd, familiarity feels both novel and elevated.
Garments evolve to become fringed with languid strings that give the illusion of rain in freefall.
Innovative treatments and techniques transform Rains’ signature waterproof fabrics with finishes that
feel liquid to the touch. Others seemingly soaked in water; puckered, crinkled, gathered. A closer look at
accessories reveals elemental design details like extended straps jet streaming from buckles downward,
enhancing a sense of vertical movement. “Styling is contemporary yet rooted; assuring both possibility and promise in the conventions of rainwear,” says Vinter.
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.
Backstage imagery by Kuba Dabrowski
Comments