Peter Miles teams up with designers David Neville & Marcus Wainwright to bring the Fire
By Kenneth Richard
While several fashion houses have worked diligently to remove the ‘street’ from their campaigns to prove their elasticity, designers David Neville & Marcus Wainwright have teamed up with creative director Peter Miles to zig to that zag – bringing the street to the set, with smoking hot results.
The British expat designers enlisted British aristocratic actress, Gabriella Wilde, for their fall campaign that blends everything from deconstruction to reconstruction. The studio setting, by set designer Gideon Ponte, features the familiar New York sight of a black manhole cover billowing smoke while a graffiti-strewn concrete barrier finds a familiar friend in a vintage 1979 Porsche 911 SC. The juxtaposition of the familiar urban elements with the studio setting helps to create one of this season’s most cinematic campaigns yet–and certainly one of its most memorable.
The campaign concept speaks of the contradictions New York is rife with and exactly what makes it such a cool city. The unexpected is something we also relate to as a brand and try to inject into all we do, from our collections to imagery.
The unexpected is clearly the point of the video, which, while many a fashion marketer speaks of disruption, the video by “Rag & Bone Films” delivers with a thundering combination of visuals and sound that becomes unforgettable.
rag and bone has an understated coolness. It is chic with an edge which I love. I loved the campaign concept. It was very different, a bit raw and I love the hardness of the images.
That edge is eloquently augmented by creative director Peter Miles’s vision for the house. He sagely brought the campaign, which had traditionally been set in urban locations, into the studio and at the same time created a post-punk universe which transcends the four-wall boundary of the box into art. The result is a campaign that will stand out and defiantly find its way into a frame on our walls.
Designers | David Neville & Marcus Wainwright
Agency | Peter Miles
Creative Director | Peter Miles
Photographer | Glen Luchford
Model | Gabriella Wilde
Stylist | Jane How
Hair | Duffy
Makeup | Gucci Westman
Set Design | Gideon Ponte