The catwalk is an iconic centerpiece of the fashion world. It is such a frequently used structure that it has almost become a cliche.
That might be why the New York based company Rag & Bone is bypassing stereotypical debuts that characterize fashion campaigns. Most recently, Rag & Bone created a short film “Why Can’t We Get Along” to showcase their Spring/Summer 2018 Collection.
The short film, which debuted in February, starred Ansel Elgort, Kate Mara and Kandi Reign, a 17-year-old Atlanta-based rap and hip-hop star. The project was co-directed by Benjamin Millepied, Aaron Duffy and Bob Partington, with additional help from renowned cinematographer Darius Khondji.
The actors were joined by professional ballerinas, and everyone wore Rag & Bone’s latest collection in order to promote it. Additionally, all the guests attending the screening donned their own Rag & Bone clothing.
“This film was the result of putting together an eclectic group of insanely talented people to work on an idea that personified our approach to creating truly original ways of presenting our collections,” said Rag & Bone creative director Marcus Wainwright as the film was released.
The film was created with the intention of combining the disciplines of choreography, music, and cinema. The track of the video was written and performed by Thom Yorke of the band Radiohead.
This is not the first time Thom Yorke has worked for the fashion industry. In fact, much of his music for Rag & Bone remains unreleased, and is used strictly by the company. For instance, in 2017 he wrote “Coloured Candy” for a 2017 Spring/Summer fashion show, and in 2015, he wrote “Villain” for a show.
This all begs the question: is Rag & Bone pioneering a new era of fashion promotion that is being ushered in by celebrities from all disciplines? One thing for sure is that if we are to see an increasingly larger number of fashion brands making more creative projects, its roots could certainly be traced back to the success of projects like this one.