“Times have changed. Runway shows don’t resonate with the regular guy,” Rag & Bone’s Marcus Wainwright told WWD this week.
So in an attempt to engage the regular guy, Wainwright and his business partner, David Neville, have created a fashion film — instead of staging a traditional runway presentation — that they hope will elicit an emotional, longer-lasting response to their clothes… and maybe even become a viral video.
“Our confidence is relatively high…This is one of the better things we’ve done,” said Neville.
The video, over the course of about three minutes, features dancers Mikhail Baryshnikov and Lil’ Buck (67 and 26 years old, respectively) wearing pieces from the Rag & Bone Fall line. \ It’s a simple statement about the brand’s blending, both in terms of the performance artists and the clothing, which is a mix of athletic street aesthetic with a touch of elegance and refinement.
“We liked the blend of the two — the young up-and-comer and the old guard,” Neville said. “Lil’ Buck is more street and raw while Mr. B is sophisticated and sartorial.”
