As brands increasingly lean on AI and digital tools to power their campaigns, Rains is taking a refreshingly analog route. For their Autumn–Winter 2025 collection, the Danish outerwear label flipped the script, literally, by launching its latest collection with a nostalgic, hands-on concept: a sticker book.
Titled “Getting Dressed Should Be Fun,” the book became the centrepiece of Rains’ seasonal storytelling, offering a playful, tactile way to explore the collection. Shared with a select group of editors, stylists, and brand friends, the sticker book invites people to mix and match looks, experiment with layering, and engage with the brand in a screen-free, interactive way.
We spoke with Marketing Director Josh Bredehoeft about the idea behind the campaign and why the brand chose such a distinctive format to unveil its new season:
“Two things, honestly. First, the collection, specifically the colour palette, lended itself to being experimented with—testing out combinations and layering styles. Secondly, we’re all well aware of how much time we spend on screens, and we really wanted to create something more offline that is genuinely tactile and fun. It seems to have really made people feel nostalgic, and we’ve been getting photos from editors showing us their favourite looks, which we love.”
The campaign officially launched on July 30th and is part of a wider strategy to evolve Rains from a rainwear-first brand into a broader lifestyle offering. Alongside the AW25 collection, a homeware line is dropping later this week, and knitwear is also on the horizon, signalling a thoughtful expansion into new categories.
The sticker book isn’t just a one off, it’s a reflection of the brand’s long-held belief in innovation, but on its own terms:
“Innovation is a core part of our brand values—this idea of going in an unexpected direction. We did it when we brought puffers to PFW for the first time back in 2022, and launching homeware is another great example. Wait until you see what we’ve created for the official launch event. People often think innovation has to be loud or flashy, but sometimes it’s as simple as putting your own interpretation on a classic format.”
The campaign’s storytelling extends beyond print. The physical stickers themselves are now appearing around Aarhus, Denmark, Rains’ hometown and the setting for their recent Instagram content and homepage, blurring the lines between digital, physical, and community spaces.
With a growing product range, a bold yet subtle approach to brand evolution, and a creative campaign rooted in emotion and interaction, Rains is showing how innovation doesn’t have to be high-tech to be high-impact. In a world dominated by AI and algorithms, a childhood sticker book, reimagined, might just be one of the season’s smartest storytelling tools.
Shop the AW collection here.
