Beauty is in the eye of the beholder, and in rag & bone’s latest campaign, this is as true as ever before. The drop highlights the next chapter of their Eyewear Photo Project, featuring American-French model Camille Rowe and her beau, art collector/dealer Theo Niarchos in a remarkable format.
Tasking the couple with capturing unique shots of each other from their own perspectives, Creative Director Marcus Wainwright is building on the intimacy between the photographer, the camera, and the subject. Each image shows Rowe or Niarchos caught in a candid moment, sporting the designs of the New York fashion house’s Spring 2020 eyewear collection.
The clever artistry lies in the way the brand is utilizing unique perspectives of an authentic couple to distinguish the real from the fake. Instead of creating a set with tons of photographers and props, Wainwright took the route of entrusting the task with people who already look at each other with passion and love, and were therefore bound to encapsulate these moments in pictures.
Rowe and Niarchos created the images at their home and on the road in Los Angeles, with a variety of handheld cameras. Subsequently, rag & bone took a risk with this campaign. Entrusting two non-photographers to carry the weight can be dicey, and the outcome may be unexpected, but the brand was rewarded in the end as the end product really is the best it can be.
Eyewear represents how one sees the world and others around them, so this effort to present real-life in a raw and beautiful manner as a way to advertise it is ingenious. rag & bone is showing us a positive way we can look at the world, and in a time when everything else is up in the air, it’s comforting to be reaffirmed that love is alive and well, and happiness never seizes to exist.
rag & bone Creative Director | Marcus Wainwright Photographers | Camille Rowe and Theo Niarchos Models | Camille Rowe and Theo Niarchos