rag & bone launches short film instead of catwalk show at New York Fashion Week

In the lead up to New York Fashion Week, A-List celebrities gather as British luxury heritage brand rag & bone showcases its SS18 collection in “Why Can’t We Get Along?” an eclectic visual experiment starring Ansel Elgort and Kate Mara. 

Kate Mara

There has been much anticipation for the launch of the short film, marking CEO Marcus Wainwright’s official move away from the traditional NYFW catwalk, as all clothing worn in the film is from the rag & bone SS18 collection, which hits stores in February 2018.

The film which was premiered  February 1st at the Metrograph Theater in New York City. will subsequently be released on rag-bone.com on February 6th, 2018, whilst the rigs used to capture it will be exhibited by Special Guest at 107 Norfolk Street, New York, NY on Saturday, February 10.

The new short film, shot in one day, features a mix of talent from the worlds of cinematography, music, choreography, dance, and film. Alongside Elgort and Mara, rag & bone tapped eight members of the American Ballet Theater, three HipLet Ballerinas, YouTube sensation Kandi Reign, and three members of Bulletrun Parkour.

Co-directed by Benjamin Millepied, Aaron Duffy and Bob Partington, alongside the celebrated cinematographer Darius Khondji, with their debut film, rag & bone have set out to pave the way for the future of the fashion industry, demonstrating the next evolution of the fashion show.

The film acts as a visual experiment and a metaphor which illustrates how seeing the world from different perspectives can often be difficult. The glitchy track overlay, produced exclusively for rag & bone by Radiohead’s Thom Yorke extends the uneasy feeling of friction that is paralleled by the movement of the actors and dancers.