Then there are the technical labels that have intentionally ridden the wave. 66North was founded in 1926 to outfit fishermen and workers in Iceland, but the brand’s shells and puffers have become permanent fixtures in fashion insider wardrobes – the most recent designs come courtesy of creative director Kei Toyoshima, who is also menswear designer at Louis Vuitton. Elsewhere, London talent Johanna Parv incorporates technical fabrics and fits in a way that’s wholly integral to the brand’s DNA – Parv’s waterproof ripstops are all meticulously tested prior to their runway debut.
Japanese performance-wear brand Goldwin, meanwhile, launched Goldwin 0 – an experimental offshoot – in 2022, which harnesses its storied history of innovation to create directional collections for both city and outdoor use. “We can say that significant attention has been drawn to waterproof shell jackets, equipped with optimal features for mountaineering, being incorporated into urban lifestyles,” explains merchandiser, Ryu Nakaoka, of spikes in popularity for its technical range, defined by “dramatic and sculptural silhouettes” and high-quality seam sealing, handled by in-house technicians with years of experience. “While this technology remains hidden from view, it is undoubtedly one of Goldwin’s defining features.”
Of course, there are the luxury fashion houses that have dabbled in rain wear that’s more centred on form than function. Miuccia Prada and Raf Simons offer logo-stamped jackets in Prada’s water-repellent Re-Nylon as part of the brand’s mainline, but for spring/summer 2025 the brand staged the “most bonkers Prada show in some time,” as Nicole Phelps said in her Vogue review, featuring a silver sequin dress with a yellow windbreaker and an otherworldly straw visor.
Not only are there many waterproofs to choose from this season, there are many (many) ways to embrace it.
