The opening of Rains' first Asian flagship in Shanghai is more than a retail story; it's a narrative of brand evolution that mirrors a pivotal chapter in lingerie history. The Danish outerwear label, founded in 2012, has pivoted decisively from functional waterproof gear to a full lifestyle assortment. This strategic broadening - into knitwear, kitchenware, and soon footwear - parallels the journey of intimate apparel houses that expanded beyond foundations. Consider the path of a brand like La Perla, which, after its 1954 founding, evolved from exquisite corsetry into ready-to-wear and beachwear, transforming the perception of lingerie from private necessity to a pillar of personal style.
Rains' new store, with its rainstorm LED ceiling and sunny yellow fitting rooms, consciously crafts an immersive experience. This focus on retail theater and 'romancing' the customer is a page from the playbook of luxury lingerie retailers, where environment is paramount to selling intimacy and aspiration. The brand's stated 'democratic' price point paired with a luxury marketing mindset further echoes the contemporary strategy of companies like Skims, which leveraged accessible innovation and editorial glamour to redefine the market.
As Rains notes Chinese consumers' embrace of the outdoors, their design philosophy shifts from 'protection' to 'connection' with the elements. This resonates with lingerie's own historical shift from restrictive garments meant to shield the body, to designs that celebrate movement and sensation - a transition embodied by the rise of brands like Hanky Panky in the 1980s, which offered lace-trimmed comfort for a newly active generation. Rains' expansion into a 'full uniform' suggests a holistic view of dressing, where the boundary between inner and outer layers softens, reflecting a modern, integrated approach to personal attire.
Originally reported by WWD