RAINS launches its Christmas campaign celebrating friendship, Chosen, and announces the return of its R2 upcycling program.

For Christmas 2021, Rains has chosen to celebrate the memorable moments spent with good friends.

Chosen

The campaign centers around a short film shot at the Statens Museum for Kunst (SMK), Denmark's national gallery and the country's largest art museum. Chosen follows a group of friends as they express their individuality and kinship in one of Denmark's most culturally significant venues.

Both subverting and celebrating the space, the friends move without judgment, as only true friends can.

“ The other family. A joyfully orchestrated alchemy. Gifts unwrapped & unfiltered. Only true friends. Creating memories. Revealing true personalities. An ode to infinity & reality. A living, shared expression. A chosen few, selected. "

The return of R2, the leftover fabric upcycling program.

For Christmas, Rains will also offer a miniature R2 bag to a selection of customers. As part of this R2 project, the brand creates limited-edition models made from leftover and unused fabrics. The project is a small step in a series of more responsible initiatives tested in partnership with its manufacturers.

These campaigns will run from early November to late December 2021 across social media, stores, and the website rains.com