How RAINS SS21 ‘Never Lost’ Was The Immersive Digital Experience Copenhagen Fashion Week Needed
The RAINS SS21 interactive digital show: Never Lost – Spring Summer 2021. The interactive Digital Show. Tanne Vinter, Rains Head of Design.
PHOTOGRAPHER: LANA OHRIMENKO
Written by Cassell Ferere originally published on Forbes.com
Danish fashion brand focused on outdoor apparel and outerwear, Rains, has taken us to the depths, where earth reclaims the environments in which human civilization has dominated. The Spring-Summer 2021 collection of Rains was the digital overload that Copenhagen Fashion Week needed.
The collection suggested a future that involves taking on the elements in an armored aesthetic while living functionally within the design. Draped upon each model, the Rains collection expresses the challenge of our communities to adapt and become fully sustainable.
The RAINS SS21 Interactive Digital Show: Never Lost – Spring Summer 2021. The interactive Digital Show. Tanne Vinter, Rains Head of Design.
PHOTOGRAPHER: LANA OHRIMENKO
A “Digital Show” that consisted of five chapters, eight cameras, and 30 looks, Never Lost was a world where botanical organically finds human construction and design.
“We have the power to control our response and overcome anything. We realized that at the end of the day, we know where we came from and where we are going,”
says the Co-Founder, Phillip Lotko.
The RAINS SS21 interactive digital show: Never Lost – Spring Summer 2021. The interactive Digital Show. Tanne Vinter, Rains Head of Design.
PHOTOGRAPHER: LANA OHRIMENKO
The multi-perspective immersive experience allowed for viewing of each look from vantage points positioned throughout each scene of the civilized future survived by botanic amalgamation. Each angle framed a different style worn by the models in view. These angles created eerie voyeurism of a community who chose to survive favoring practicality and accepting of nature as is. The clothes were a rainwear rendition of tailored construction and materials that complement the interactions between humans and the natural world.
The RAINS SS21 interactive digital show: Never Lost – Spring Summer 2021. The interactive Digital Show. Tanne Vinter, Rains Head of Design.
PHOTOGRAPHER: LANA OHRIMENKO
“Each season, our collections merge fashion with functionality; breathable fabrics that also repel water is a staple for us across each season,”
states Head of Design, Tanne Vinter.
“The result was a range of rainwear that presents multiple surfaces: from a velvet-effect used across some of the more feminine styles to a translucent shadow-like fabric across our sportier styles. Silhouettes are left boxy and easy to navigate in – and we explored a few exaggerated takes on some of the more classic pieces.”
The RAINS SS21 interactive digital show: Never Lost – Spring Summer 2021. The interactive Digital Show. Tanne Vinter, Rains Head of Design.
PHOTOGRAPHER: LANA OHRIMENKO
Using Drifter fabric and Ultralight, a signature of Rains, the clothes are cut in modern fashion, possessing qualities that are suitable for a camping adventure. Drifter, breathable and waterproof, was developed for the SS21 collection and comes in full oversized suited looks, sleeveless vest with matching shorts, and oversized button shirts.
The Ultralight comes in a distinct full length (floor length) Ultralight Zip Off Parka jacket, as well as a tank and zip-off pants. Enough details and pockets in each design, not to mention the functionality, this monochromatic Scandinavian heritage brand creates the idea of survival in a time where there is no safe place and life is centered around practicality…
Read the rest of this article on Forbes.com
The RAINS SS21 interactive digital show: Never Lost – Spring Summer 2021. The interactive Digital Show. Tanne Vinter, Rains Head of Design.
PHOTOGRAPHER: LANA OHRIMENKO
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