RAINS sets up a technology innovation lab for its FW24

Right on the Boulevard Haussmann, a stone’s throw from the iconic doors of Le Printemps, RAINS erected a laboratory of technological innovation for its presentation of the Autumn/Winter 2024 collection, entitled “Figures”. In a pristine white space, equipped with screens and 3D printers, the Danish brand took fashion to new heights.

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Like a constantly evolving work of art, the models were scanned in a vivid tableau de fabrique and then reborn as 3D printed figurines. The result was a frenzy of conceptual uniforms, where postmodern colours, volumes and cuts intertwined. Each figure, despite being part of a uniformed ensemble, possessed its own unique identity, contributing to a collective aesthetic coherence.

The RAINS “Figures” collection not only presented high-performance garments, but also highlighted the individuality of each model, encapsulating the brand’s ambitious creative vision. The amalgamation of postmodern shapes, textures and tones created a visual narrative that evoked a futuristic nostalgia, where past and future converged in a stylistic symphony.

Philip Lotko and Daniel Hesselager, the masters behind the innovative firm, expressed their approach: “What we aim to create has to be practical and useful, but also playful while still evolving. We like to be differentiated from others”. This mantra was reflected in each garment, where functionality and the future intertwined to create an aesthetic experience that lasts on our retinas.

RAINS’ continued collaboration with Zellerfeld manifested in an intensified 3D printed slide, a testament to how creativity can be redefined to help us navigate the world in a unique way.

Rains enlisted makeup artist Min Kim and hairstylist Kim Rance to elevate his approach, endowing the AW24 cast with a seemingly manufactured beauty. Wet faces and wet hair continued the spirit of a RAINS collection that once again envelops us in a futuristic universe that, now, we just want to be a part of.

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