Kate Mara Rag&Bone SS18 Launch – Photo:Sam Dibley

February 2 2018, New York – In the lead up to New York Fashion Week, a-List celebrities gather as rag & bone showcases its SS18 collection in “Why Can’t We Get Along”, an eclectic visual experiment starring Ansel Elgort and Kate Mara. The film premiered on February 1st at the Metrograph Theater in New York City.

There has been much anticipation for the launch of the short film, re-affirming CEO Marcus Wainwright’s official move away from the traditional NYFW catwalk, as all clothing worn in the film is from the rag & bone SS18 collection, which is due to hit stores in February 2018.

The new film – shot in one day featuring talent from the worlds of cinematography, music, choreography, dance, and film – personifies rag & bone’s unique approach of creating original ways of presenting their collections.

Alongside Elgort and Mara, rag & bone tapped eight members of the American Ballet Theater, three HipLet Ballerinas, YouTube sensation Kandi Reign, and three members of Bulletrun Parkour.

Co-directed by Benjamin Millepied, Aaron Duffy and Bob Partington, alongside the celebrated cinematographer Darius Khondji, rag & bone continues to lead the way for the future of the fashion industry, demonstrating the constant evolution of how to showcase a collection.

“Why Can’t We Get Along” is released on rag-bone.com on February 6th, 2018. The rigs used to capture it will be exhibited by Special Guest at 107 Norfolk Street, New York on Saturday, February 10.

Digital News Agency. DNA