Deep networks have achieved great success in image rescaling (IR) task that seeks to learn the optimal downscaled representations, i.e., low-resolution (LR) images, to reconstruct the original high-resolution (HR) images. Compared with super-resolution methods that consider a fixed downscaling scheme, e.g., bicubic, IR often achieves significantly better reconstruction performance thanks to the learned downscaled representations. This highlights the importance of a good downscaled representation in image reconstruction tasks. Existing IR methods mainly learn the downscaled representation by jointly optimizing the downscaling and upscaling models. Unlike them, we seek to improve the downscaled representation through a different and more direct way: optimizing the downscaled image itself instead of the down-/upscaling models. Specifically, we propose a collaborative downscaling scheme that directly generates the collaborative LR examples by descending the gradient w.r.t. the reconstruction loss on them to benefit the IR process. Furthermore, since LR images are downscaled from the corresponding HR images, one can also improve the downscaled representation if we have a better representation in the HR domain. Inspired by this, we propose a Hierarchical Collaborative Downscaling (HCD) method that performs gradient descent in both HR and LR domains to improve the downscaled representations. Extensive experiments show that our HCD significantly improves the reconstruction performance both quantitatively and qualitatively. Moreover, we also highlight the flexibility of our HCD since it can generalize well across diverse IR models.