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July 26 2014

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Rag & Bone, a No Show for Spring 2015

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CFDA / VOGUE FASHION FASHION FUND AMERICANS IN CHINA FASHION SHOW - PRESHOW

Rag & Bone is the latest fashion brand to ditch the traditional runway show altogether. Instead, the New York-based label, helmed by Marcus Wainwright and David Neville, is doing a portrait series featuring customers and celebrities sporting its Spring 2015 men’s collection.

“For Spring ’15, our instinct was to challenge traditional ways to present a collection, and instead of a show or going down the traditional fashion photography route, we envisioned a cool and elevated portrait series,” Wainwright tells WWD. For the photos, Rag & Bone enlisted the help of a few friends, including NBA (and fashion) star Carmelo Anthony, tattoo artist Alex McWatt, model Camille Rowe, and photographer Glen Luchford. The series was lensed by Brit portrait photographer Andreas Laszlo Konrath.

Rag & Bone has been experimenting with its men’s show for a few seasons now, using moving mirrors and mixed media to challenge the more standard format. But the brand’s latest move is part of an ongoing, industry-wide shift toward alternative (and more cost-effective) ways to showcase a collection.

Back in 2008, Stefano Pilati made a groundbreaking decision to present his Yves Saint Laurent Rive Gauche menswear collection through a film. Viktor & Rolf followed the format and did a Web-only show for its Spring 2009 collection. Dozens of other labels have since followed, and it’s starting to become the norm. The question is: Who else will soon abandon the elaborate fashion show?

Photo: Neil Rasmus/BFAnyc.com

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