RAINS releases fashion film for 'EARLY RISE' Autumn 2026 collection
'EARLY RISE' - Autumn 2026 by Rains
Danish lifestyle and outerwear brand Rains returns with a cinematic fashion film that introduces their “EARLY RISE” Autumn 2026 collection with the quiet confidence of a brand that has always known exactly who it is and what it stands for.
Shot before the city hits its stride, the film finds its visual language in the stillness of the early morning — that rare, unhurried hour when the world belongs to nobody yet, and everything feels possible. Against a backdrop of futuristic, minimalist architecture, the collection is presented not as fashion in the conventional sense, but as a way of moving through the world — deliberate, considered, and entirely at ease with the elements.
The architectural setting is more than aesthetic choice. Rains has always existed at the intersection of form and function, and the clean lines, stark geometries, and unadorned surfaces of the film's locations mirror the brand's own design philosophy — nothing unnecessary, everything intentional. The structures feel almost otherworldly in their precision, yet the human figures moving through them ground the visual in something warm and recognisable. It is a tension that Rains navigates beautifully, and one that has always defined the brand at its best.
The Autumn 2026 collection itself continues that tradition — introducing new categories, new materials, and new silhouettes while remaining rooted in the DNA that has made Rains one of the most distinctive and globally recognised outerwear brands in the world. Among the season's standout arrivals is the brand's first-ever Trench Coat — supple and architectural in equal measure, with an elongated silhouette for added protection, belted cuffs, and exaggerated shoulders, all built around Rains' signature waterproof performance.
Founded in Aarhus in 2012, Rains set out with a single, deceptively simple belief — that functionality and design are not in competition, but in conversation. Early Rise is the fullest expression of that belief yet. A film that finds beauty not in spectacle, but in the dignity of an early morning, the honesty of a well-made garment, and the quiet pleasure of being dressed for whatever the day decides to bring.
“The autumn collection is pictured in the quiet, early hours before the city hits its stride.” - RAINS
Documented by Alien Wang.
