American fashion label Rag & Bone decided against a fashion show in New York this season. Instead: a campaign for a good cause
In the age of information overload, it’s more important than ever for a fashion label to seen from season to season. But as to whether or not the bi-annual fashion week model is still relevant, that’s something that’s regularly discussed. A new approach to the problem is the “see now, buy now” principle, which is also being put into practice where possible – something like at Tommy Hilfiger, who moved his runway show to the European mainland this September. Two other key American labels, Proenza Schouler and Rodarte, also turned their backs on New York in 2017: They already showed their Spring/Summer 2018 collections in Paris back in July.
Despite the attempt to bring innovative ideas and new life into the industry through a change of location, the clothing industry is facing an increasing number of accusations regarding its relevancy. That’s probably mostly due to the current world political situation, which is reason enough to worry about things other than what sweater to wear before you leave the house and face the day.
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The label Rag & Bone is showing an awareness for what people – and indirectly, potential customers – are occupied with these days. This season there was no runway show, but rather personal appointments at the showroom and a sound campaign with thought behind it. All of the participants, including Carolyn Murphy, Melanie Ward, and Tali Lennox, are donating their fee to one of 20 charitable organizations, for example the Red Cross, the Lupus Foundation, or Oceana.
“For a while now I (along with what seems to be a lot of people!) have been questioning the effectiveness of the traditional fashion system, particularly for Rag & Bone. Coupled with everything that’s going on in the world today, it felt somewhat tone deaf to do a runway show or throw a huge event. So while we are huge believers in NYFW, and in many ways have it to thank for so much, we are opting out of being on the calendar this season and instead are doing something that we feel is more relevant, impactful, and meaningful,” says Marcus Wainwright, CEO and creative director of Rag & Bone.