Rag & Bone AW13 Campaign
New York-based fashion label Rag & Bone recently unveiled images of their autumn/winter 2013 menswear advertising campaign, the first in the history of the brand. Creatively directed by Jefferson Hack’s London-based agency MAD, with art direction by Sara Hemming at DJA, the shoot occurred over 24 hours in some of the grittier parts of New York City.
The campaign was photographed by Glen Luchford and stars US actor Michael Pitt, whose previous work with Emporio Armani and Prada, combined with the quality of the products featured, elevates the brands status and cements Rag & Bone’s position as creating “innately wearable clothing that melds classic tailoring with an understated New York aesthetic by combining their British heritage with directional, modern design”.
When commenting about the choice of model for this campaign, founder Marcus Wainwright explains that, “for us, it’s about individuals we view as iconic characters and Michael absolutely represents the spirit of the brand”.
By shooting the campaign in black and white, the images match the brands ethos but also invoke the atmosphere of a city in autumn and winter. When discussing the autumn/winter 2013 collection, the founder stated that “sometimes for us, if we go too fashion, it doesn’t necessarily connect to people”.
This comes across in the advertising campaign, which concentrates primarily on the New York man’s lifestyle, and by doing so allows the individual who sees the advertisement to deduce that ‘hey, this is a guy similar to me, doing the same everyday things I do’. Then, if their attention has been held, they notice the clothes, the sharp tailored jackets, the basic t-shirts and trousers and, before continuing on their daily commute, realise that this brand, Rag & Bone, stands for quality, style and an affordable price point.
You can shop the latest range of Rag & Bone menswear at rag-bone.com.