Rag & Bone appeals to a diverse range of men, and its newest advertising campaign reflects that.
An eclectic assortment of men from various artistic backgrounds will be featured on Men’s Project, the New York-based brand’s newest campaign that kicks off today on the brand’s web site. These range from actor, writer and director John Turturro and musicians Mauro Refosco, Honor Titus, Wiz Khalifa and Joey Waronker to photographer David Flinn, actor and director Harvey Keitel, dancer and choreographer Mikhail Baryshnikov and actor Mark Hamill.
The men were photographed by Andreas Laszlo Konrath in locations they chose themselves, dressed in Rag & Bone pieces they personally selected. Videos were also filmed at the same time.
The photos and videos of the nine men will be released throughout the year to coincide with the arrival of the featured collection in stores.
Marcus Wainwright, co-chief executive officer, said the idea for Men’s Project is not dissimilar to the portrait series that Rag & Bone used for its fashion show a couple of seasons ago. “But this is not a show,” he said. “That worked very well for us to experiment with different ways of showing clothes for the average guy.”
Rag & Bone is also doing the same thing with its women’s initiative, which launched in February.
Wainwright said Rag & Bone prefers to see “constant campaign imagery” rather than “big splashy campaigns” twice a year. “It allows for a constant flow of content, which is more relevant for guys.”
He said the “friends of the brand” that will be featured in Men’s Project all “represent Rag & Bone well. They have very strong identities, they’re very independent and they’re confident in their own style.”
But he believes the eclectic nature of the choices speaks volumes about the brand. “When would you see Wiz Khalifa and Mikhail Baryshnikov together? These are not people you’d put in a campaign together — ever,” he said.
On a personal note, he said he’s a huge “Star Wars” fan, so being able to snag Mark Hamill for the campaign was “a dream come true.”
“The Men’s Project goes beyond a typical fashion campaign; this is what we’re all about,” said David Neville, Rag & Bone’s co-ceo. “It’s our unique way to innovate in the creative sphere. We want to create a direct connection with our audience by creating imagery that speaks to the diversity of the Rag & Bone man.”
The campaign begins with Turturro, who was photographed in his Brooklyn neighborhood. It will be featured in digital and print outlets.