Destroying a 1979 Porsche 911 SC with a massive hunk of concrete tumbling from above: all in a day's work for Rag & Bone's David Neville and Marcus Wainwright. The label's Fall 2015 campaign film, shot by Glen Luchford in a Brooklyn studio, might be less than a minute long, but it packs in quite a bit of action during that brief running time.
Plumes of smoke billow out of a manhole cover as actress Gabriella Wilde stands by idly, magically clad in no less than three stylish Rag & Bone getups in the process, before the spiffy black ride gets flattened. “Gabriella is effortlessly stylish with bit of a tomboy vibe going on, which makes her a great fit for the brand," says Neville.
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Rag & Bone has churned out films to to accompany its last couple of campaigns: In February, the brand released a film starring ballet legend Mikhail Baryshnikov and jookin' maestro Lil Buck; last month, it rolled out The Driver, an 18-minute short starring Michael Pitt, Àstrid Bergès-Frisbey, and Stephen Graham.
“The campaign concept speaks of the contradictions New York is rife with, and exactly what makes it such a cool city," Wainwright says of the film. "The unexpected is something we also relate to as a brand and try to inject into all we do, from our collections to imagery."
That vintage Porsche's dramatic, well-documented death wasn't as bad as it looks. The ride in question is actually the shell of a car, salvaged from a scrap yard for the shoot. Automobile connoisseurs can rest assured.
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