Photo: Marcus Wainwright
Say the words “vintage Porsche 911” to a car aficionado and prepare for a barrage of facts, fantasies, and many usages of the phrase “dream car.” So consider yourself warned: Don’t let a Porsche fanatic watch Rag & Bone’s Fall 2015 campaign video, premiering exclusively here.
In the short film by Glen Luchford, a black 1979 Porsche 911 SC is completely destroyed by a falling cement barrier on a soundstage. Dramatic doesn’t even come close to describing the video—it has the epicness of a Michael Bay action reel mixed with the peaceful, transfixing quality of Luchford’s beautiful imagery. While we’d bet you can’t look away from the clip, below, we’re sure you’re also wondering why? Let designer Marcus Wainwright explain: “This time marks the first time we have shot a full campaign in studio. The concept revolved around bringing the city into studio, so we wanted to capture some of that intense New York energy where anything can happen.”
Starring actress Gabriella Wilde, the video accompanies a series of images that also represent New York City street life through surreal scenes shot in a white-walled studio. The pictures are as arresting as the video, though we can’t help but consider what former Rag & Bone lookbook star and noted Porsche lover Jerry Seinfeld would think. Perhaps this, a quote from an article about a woman backing into Seinfeld’s own 1973 Porsche 911: “We could hear the sound of metal crunching—rare, classic, expensive, vintage metal, by the way—from across the street. A sickening sound to a car person.” But a great video for a fashion person.
—Steff Yotka, Style.com
