The new sixth 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.
