RAG & BONE CELEBRATES 15 YEARS WITH A FALL 2017 CAMPAIGN AND CONCEPT VIDEO THAT BOTH CELEBRATE THE CREATIVES THAT HELPED CONTRIBUTE TO THE BRAND’S STORY
BY OBI ANYANWU
rag & bone turns 15 this year and celebrates its anniversary with a special Fall 2017 campaign shot by Glen Luchford and a concept video by Mark Lebon.
The brand has achieved much in 15 years and has made a lot of friends along the way. Since its inception in 2002, the brand opened 26 global stores and is available in over 53 countries. Founder, CEO, and Creative Director Marcus Wainwright has been nominated for countless CFDA Awards, and won the Swarovski Award for Emerging Talent in Menswear and Menswear Designer of the Year in 2007 and 2010, respectively, with David Neville. Rag & Bone has since added film to its repertoire and has debuted films at the Tribeca Film Festival.
Now, in its 15th year, rag & bone, Glen Luchford and Mark Lebon called upon friends of the brand to star in the Fall 2017 campaign and short film.
Glen Luchford and Frank Lebon shot over 70 people for the brand’s February exhibition using a giant 20/24 format Polaroid camera and film that was later collaged. The campaign images were selected from the body of work, featuring Jaimie, Lottie, Selah and Staz. Amber Valetta, Andrew Rosen, Joan Smalls, New York Knicks star Carmelo Anthony, Keri Russell, Man Repeller Leandra Medine, and the CFDA’s Steven Kolb comprised a few of the eclectic cast that was selected for their contributions to rag & bone’s story.
The concept video features several cast members reciting their individually assigned letter and number, as the collage backdrop is undone. The campaign is an extension of the brand’s fall 2017 Portrait Series during NYFW in February. The exhibit, which was curated by Lou Stoppard, featured imagery, film and music that defined rag & bone, and highlighted the brand’s approach to content creation and partnerships.
This project was really a labor of love; celebrating those who inspire us and allowing them to express their individuality through rag & bone clothing. We didn’t dictate – but instead gave them the power to style themselves, and it was pretty amazing to see how it all came together. This kind of true collaboration is something inherent to the world of rag & bone; You never know what the result will be, but when we work with such incredible people, it is generally very rewarding.
Aren’t all birthday parties essentially celebrations of the people you appreciate the most? What a way to ring in 15 years.
Photographer | Glen Luchford
Film Director | Mark Lebon
Models | Jaimie Alexander, Staz Lindes, Lottie Moss, & Selah Marley
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