Rag & Bone X Glen Luchford: Creating Seasonless Campaigns

Never before has eating cereal wearing nothing but a biker jacket looked so sexy. Nor has washing a car looked so seductive for that matter. Obviously it helps that the muse in question is Polish beauty Malgosia Bela and the man behind the lens is the legendary Glen Luchford, who’s returned to his bread and butter job at Rag & Bone for another standout campaign for SS16. This time though, it’s not just a straightforward seasonal thing, but the first chapter of an art project called Photo Project. Bela is the first of six muses who will star in photo stories that will eschew “the customary cadence of biannual fashion advertising campaigns” that will be “pulsed throughout the year”. This new change in picture politics is reflective of more seismic shifts in fashion presentations and branding, highlighted by Burberry’s recent decision to showcase ‘seasonless’ collections (made available for immediate sale after each catwalk show) as well as Paul Smith’s move to consolidate most of his diffusion labels into one.

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