Norwegian Rain AW18 – EUNOIA

Dear Shaded Viewers,

Years ago I was walking through the trade show, Pitti in Florence, when I spotted T-Michael in his bespoke tailored suit. I could not resist complimenting him on his look and proceeded to follow him to his booth, the brand:  Norwegian Rain. T-Michael is the bespoke tailor behind the impeccably constructed brand and Alexander Helle is the business genius. The brand is based in Europe’s rainiest city, Norway. The idea behind the brand is to make protective clothing, deal with the worst weather conditions while maintaining a pristine elegance. Considerations in the construction are, for example take their signature raincoat, a detachable hood with a heavy-duty , adjustable wind-stopper inside hood, a water tunnel that avoids water pouring into the garment, a detachable storm flap made out of hi-tech Japanese fabrics made from recycled polyester and organic cotton. All the seams are heat sealed after sewing and shoulders are cut and shaped like a tailored coat allowing plenty of room for your jacket while still maintaining a slim silhouette. A plus also is the fact that all you need to remove stains from the coat is a damp cloth. The clothes are rather gender fluid although they do create two collections.


“Our way forward this season is redefining what Norwegian Rain means to us. Tailored, Japanese sensibility, waterproof, stylish, effortless, technical, other words, striking a balance between the utilitarian and the stylistic to create a feeling of well-being for the wearer..and for us. After all we are our biggest fans! The feeling of Eunoia.” Norwegian Rain.

The flagship shops are in Oslo, Bergen and London with a showroom in Paris which doubles as an appointment only retail shop.

Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.