DIY-friendly fashion brand promotes upcoming collection through dance
As summer comes to an end, all fashionistas know Fall Fashion Week is right around the corner. It is a time when designers will send their latest collections down the runway, setting the standard for what’s hot and what’s not this coming season. For New York based brand Rag & Bone, however, something more unique that a typical fashion show was necessary.
One of the reasons fashion shows exist is so the customer can see what a garment looks like as it’s moving, but in real life people do a lot more moving than what can be seen on the catwalk. Rag & Bone wanted to display their new fall/ winter collection from a different point of view, so they are choosing to showcase it via a three-part film. The first film is a documentary, and the second is a conceptual piece, but the third is where movement really comes into play. For their third film, Rag & Bone features a dance performance.
The showcase features one man and one woman dancer wearing knits and coats from the new collection, and was choreographed by Kyle Abraham. According to director Wendy Morgan in New York Times Magazine, the performance is a juxtaposition between the real New York City and the more heightened and stylized world where Rag & Bone draws its inspiration from.