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Rag & Bone to Forego Traditional Runway Show

For spring, the brand will photograph customers and celebrities wearing the new line.

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DIFFERENT STROKES: Rag & Bone will forego a traditional runway show for its spring collection, opting to create a portrait series instead. The New York-based brand has been working with United Visual Artists for the past three seasons to create imagery around its shows, using high-speed cameras to capture models’ movements for the fall 2013 show, using moving mirrors for the spring 2014 show and photographing models in the streets wearing the same looks that were then projected behind them as they walked the runway for fall 2014. But for spring, the brand is taking it one step further and instead will photograph customers and celebrities wearing the new line.

Shot on film by British portrait photographer Andreas Laszlo Konrath in New York City, the portraits will include NBA star Carmelo Anthony, photographer Glen Luchford, tattoo artist Alex McWatt and female model Camille Rowe. The cast was styled by Clare Richardson. A spokeswoman said the timing of the unveiling has not been determined, but will most likely coincide with the spring men’s market in July.

“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,” said Marcus Wainwright, managing partner of Rag & Bone. “The cast is pretty different but that was the point; to create striking portraits which really reflect and celebrate each person’s individual spirit and style and in the imagery you can see that everyone owns their look.”

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