FOREVER
To look back is to learn. To look ahead is to dream. Today is to experience. The story of our intimate Autumn—Winter 2025 show. Dedicated to lasting resilience and relentless creativity. Brought to life in our new headquarters.
There is only yesterday, today and FOREVER.
RAINS RUNWAY
“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.
Dedicated to modern resilience and reinvention.
Inspired by the thrashing rhythm of the North Sea, you’ll find a palette of sophisticated tones and POP colors. Deep murky waves crashing against the concrete greys of the city. In FOREVER, recognizable fabrics blend with a new sensorial direction. Notice hints of classic Rains — our iconic Jacket — now cropped and reinforced with the same thick, structured material as our Hilo Bags. Exaggerated durability. Expressive fleece materials soften our traditional sharp lines. The signature meets the next step.
Styled by frequent collaborator Pernille Teisbaek to reflect Rains’ evolution, silhouettes and accessories becomes more extreme as the show goes on.
“We focused on highlighting the contrasts within the 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.”
Pernille Teisbaek.
Reflecting one side of this collection, the makeup is subdued and simple— dewy, unperfected skin with no embellishments other than the colors Acid and Depth on the waterline. The hair adds extremity to the storytelling, either covered completely or wet and tucked into exaggerated collars.
Introducing FOREVER icons.
The question that remains: what’s next?
