Rag & Bone's 'strong and diverse' Men's Project
Rag & Bone's new Men's Project enabled the brand to release a "constant flow of content".
The label, helmed by Marcus Wainwright and David Neville, has launched its latest campaign featuring a host of big names from different artistic backgrounds. Actor, writer and director John Turturro, Star Wars actor Mark Hamill and musician Wiz Khalifa are just some of the stars to appear in the advertisements, photographed by Andreas Laszlo Konrath.
Each of the men involved picked the location of his shoot and the outfit he wore for it, with videos filmed at the same time.
All nine pictures and clips will be released throughout the year to coincide with the collection launching in stores.
Wainright told WWD that the Men's Project is similar to an approach the brand took with a fashion show a few seasons ago, which allowed him and Neville to experiment with how to appeal to the "average guy". He prefers there to be "constant imagery" throughout the year rather than just two "big splashy" campaigns.
“It allows for a constant flow of content, which is more relevant for guys,” he explained, adding that the Men's Project features "friends of the brand" who each “represent Rag & Bone well. They have very strong identities, they’re very independent and they’re confident in their own style.”
Wainwright is also convinced that the range of A-listers in the ads helps reflect the diversity of the label, as he points out people wouldn't expect people like Wiz and dancer/choreographer Mikhail Baryshnikov in a campaign together. He was also thrilled to have convinced Mark to agree to the venture, as the designer is a huge Star Wars fan.
"The Men’s Project goes beyond a typical fashion campaign; this is what we’re all about," Neville added. "It’s our unique way to innovate in the creative sphere. We want to create a direct connection with our audience by creating imagery that speaks to the diversity of the Rag & Bone man."
Actor John, is the first of the stars to unveil his ad. He chose to be snapped in the neighbourhood of Brooklyn, New York, where he lives.