Rag & Bone designers David Neville and Marcus Wainwright opted to eschew the usual runway show and instead showcase their fall 2015 collection with a short film. Why? Because "runway shows don't resonate with the regular guy," Wainwright told WWD.
They wanted to make something memorable, so they tapped Mikhail Baryshnikov, 67, and Lil Buck, 26, to model and dance in the ad, directed by Georgie Greville.
While the pairing itself is attention-grabbing, what makes this choice masterful is the way the film is edited. The duo's movements are paused, repeated and slowed down, hitting the beats of Venetian Snares' "Ongyilkos Vasarnap" in a way that beautifully highlights the brand's specific design strengths.
Check out the three-minute spot below.