The stylist puts her stamp on Rains with "Valera", a softer take on the brand’s signature minimalism.
Veneda Carter never liked carrying a bag and for years, she didn’t.
She preferred stuffing essentials into her pockets, holding her phone in her hand, or (when necessary) tucking things into someone else’s.
But carrying something is different when it’s actually yours: the weight becomes familiar, the strap presses into your shoulder, your hand pats it without thinking, checking that everything is where it should be.
That everyday ease is at the centre of Valera, Rains’ latest collection, styled by and featuring Carter herself. The Danish outerwear brand, best known for its clean, high gloss minimalism, takes a softer approach here, pulling from its signature aesthetic but adapting it with a looser, more wearable feel.
Carter’s styling reflects her own approach to fashion: layering, oversized proportions, and a natural mix of streetwear and luxury. Carter’s styling reflects her own approach to fashion: layering, oversized proportions, and a natural mix of streetwear and luxury.
As a long time collaborator with brands including Timberland, GANNI, and FLATLIST, she has built a reputation for instinctive, unfussy style that still feels deliberate. For her, playing with proportion is more than just aesthetic, but a way of exploring femininity outside of traditional silhouettes.
In Valera, that translates to bags that feel adaptable rather than rigid, designed to move with the wearer in mind, rather than dictating how the bag should be carried.
Carter steps in front of the camera as both stylist and muse, drawing from the Rains archive to present the collection in full.
Shot by Louise and Maria Thornfeldt, the campaign captures the adaptability of each piece, playing with proportion and form.
The Valera bag family consists of four styles: the Shoulder Bag Large, Shoulder Bag, Bum Bag, and Bucket Backpack. Each piece is created from Rains’ signature matte PU fabric: waterproof, structured, and designed with practical details like coated zippers and interior slip pockets for easy organisation.
Straps come in contrasting colours and are both detachable and adjustable, making it easy to switch up the way the bag is worn. The Bucket Backpack, in particular, offers a more relaxed take on a functional staple, balancing utility with a laid-back fit.
How we accessorise has changed; where bags once signalled status through heavy branding and hardware. Valera focuses on ease, pulling inspiration from the effortless styles of the 1990s, the wearability of crossbody designs, and the subtle luxury of sculptural, unbranded leather goods.
Valera launched on 12th March, and is now available in stores and online at Rains.com.
Comentários