Rains Presents Veneda Carter for Rains’ New Campaign – The Valera Bag Collection

Rains has launched its new Valera bag collection, a unisex line styled and fronted by the influential LA-based stylist Veneda Carter. This collection marks a departure for Rains, introducing softer, more relaxed designs while maintaining the brand’s signature minimalist aesthetic. The Valera collection—comprising the Shoulder Bag Large, Shoulder Bag, Bum Bag, and Bucket Backpack—embodies modern sophistication and versatility. Each piece is crafted from Rains’ waterproof matte PU fabric and features a coated zip, an interior slip pocket, and detachable, adjustable shoulder straps in contrasting colours.

Veneda Carter styled the campaign using Rains’ extensive archive, showcasing the Valera collection’s adaptability by layering core and show pieces. Shot by Louise and Maria Thornfeldt, the campaign highlights Carter’s distinctive aesthetic and her exploration of femininity through layered proportions. The Valera collection is available to purchase in Rains stores and online.