“There was no sense of, ‘We have to tell this narrative,’” Mr. Millepied said. “We were creating a mood that worked with that score, that space, that dark mystery, and doing something that had a good structure and showed everybody off.”
Mr. Wainwright said, “The messaging here, seeing and not seeing things, is a reference to people living through their phones these days. This singular vision of seeing the world through a screen. Life’s much more interesting than that. Life’s much more than a two-dimensional screen.”
This was not Rag & Bone’s first foray into filmmaking. Along with more than two dozen other video projects, Rag & Bone Films has produced “Hair,” a comedic improvised short starring John Turturro and Bobby Cannavale that premiered at the Tribeca Film Festival last year, and a 2015 noir-style film about a driver in New York, featuring Michael Pitt and Astrid Berges Frisbey.
But the scale of talent and effort involved with the Greenpoint production was unprecedented for the company. The film’s three biggest stars — Mr. Elgort, Ms. Mara and the dancer Kandi Reign — are celebrities. Mr. Elgort recently shifted away from his “Fault in Our Stars” teen fan base as the star of the film “Babydriver,” Ms. Mara is best known as the unrelenting journalist in “House of Cards,” and Ms. Reign has toured with Chance the Rapper and Young Thug, among others.
Asked how Rag & Bone landed them, along with Mr. Millepied, Mr. Wainwright said: “We’re just really nice.” He added, “You can pay somebody through the nose to do something they don’t want to do, or you can come up with something incredibly inspiring that they do want to do, and that was our approach.”
For Mr. Wainwright, the effort and cost are worth it. “These things need to be able to stand alone,” he said. “They’re not fashion films, they’re not styled as fashion films, they’re not planned as fashion films. They’re films we provide the wardrobe for.”
The clothes are there, they’re colorful and stylish, and they appear functional (and several ballet dancers said they were more comfortable in the shoes and clothes than they would be in their usual costumes). But they are by no means the focus.
Mr. Wainwright is fine with that. “It was never about the clothes,” he said. “Very few of the things we do are about the clothes. Rag & Bone is an apparel brand, but I think it’s a brand that stands for a point of view rather than a specific look.”
The post A Runway Show That Ditches the Runway and Isn’t Really a Show appeared first on Article Pub.
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