Exclusive: Rag & Bone AW13 Campaign

Set against the backdrop of New York’s gritty streets, legendary photographer Glen Luchford captures French actress Léa Seydoux - whose stars in the highly anticipated new film Blue is the Warmest Colour and American actor Michael Pitt in rag & bone’s new AW13 campaign. 

“We wanted it to feel quite raw,” explains David Neville, rag & bone managing partner. “Léa and Michael weren’t given any direction. The premise was simply them in rag & bone doing whatever came naturally.”

Working with British photographer Glen Luchford, whose body of works spans projects with artist Jenny Saville and his hazy series of damaged negatives, the campaign focused on documenting real moments with the two subjects. “They both have confidence and couldn’t care less about what other people think – attractive traits in both sexes,” adds Neville.

Michael Pitt, who fronts the brand's first menswear campaign, even smashed his own guitar during the shoot, claiming it was his personal contribution to the project. “He just turned up with it on set and at the end of the day smashed it up on the street. He said something to the effect that it was his gift to the shoot - it was all his idea and it was awesome,” reveals Marcus Wainwright, rag & bone managing partner. Luchford's final images were hand developed in a darkroom and both campaigns were creatively directed by Dazed co-founder Jefferson Hack’s MAD London agency.