Rains to open third Paris store this week
Outerwear brand Rains is to open its third Paris store on Thursday with the location set to feature a large-scale art installation by Danish artist Jacob Egeberg.
It’s five years since the Danish brand chose Paris for its second international store, and only a few weeks since its official debut at Paris Fashion Week.
The new 6th arrondissement location will carry the label’s minimalist designs, taking in rainwear, thermal and transitional outerwear, other clothing, bags, and accessories.
Included in the mix will be the main collection, plus “exclusive design concepts in their best and most branded light. Examples include special collaborations; exclusive runway show designs, and limited-edition capsule collections”. It will also host special events and pop-ups, “nurturing a local community of Rains followers”.
The company has been working closely with Egeberg lately and he also conceived the set design for Rains' recent runway debut in the city. He’s now turned this attention to creating a statement piece for the new location at 13 Rue St Sulpice.
Aside from the products and events, the art element is likely to enhance its destination status as tourism in the city ramps up post-pandemic.
The brand has a history of artist collaborations from limited-edition capsules to one-off art commissions. In this case, Egeberg has created a large-scale sculpture, featuring a rock-like form with an aluminium skin.
The company said the piece “gives the store an aesthetic and tactile inner shell — an evocative space within a space”. It added that entirely new concepts will be developed for future stores.
To celebrate the opening, Rains is also bringing its Edit pop-up to Paris that it has previously aired in other European cities, as well as New York and Shanghai. Its Edit machine will be in-store until the end of this month and “allows customers to customise new and old rainwear with exclusive prints”. The prints include a limited-edition Paris-themed design.
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