With Cocktails and Baby Tees, Rag Bone Feted a New Campaign With a Party at its Soho Flagship

On a temperate early spring evening, the fashion set could be found maneuvering in and out of Rag Bone’s Soho flagship store, but not just to shop the brand’s assortment of reliable denim and effortless wearables—rather to fete the launch of a new campaign. 

At 20 years in business, it’s clear the New York-based label founded by Marcus Wainwright has garnered a sort of cult following, which served as a sort of inspiration for the new imagery. “We had this T-shirt, so I just thought to make the campaign for everyone. We [decided] to take their picture in the T-shirt and it turned out pretty cool,” says Wainwright. “We’ve always had a very strong community as a brand so it’s building that.” 

And so, Rag Bone tapped Andreas Laszlo Konrath to photograph a mix of longtime fans of the brand—from singer-songwriter Ashe to actors Helena Howard and Kate Bosworth to supermodel Paulina Porizkova—each sporting the brand’s iconic baby tee simply etched with the Rag Bone logo. The resulting black and white images lined the walls of the flagship, while music by Kris Bones reverberated the walls. 

The space itself felt like a continuation of the label’s clothes designed for wearing IRL. Throughout the evening, guests casually mixed and mingled, perused the current collection, and sipped on cocktails infused with 1800 Tequila. Even more, attendees were invited to join in the campaign too by having their portraits taken by Leica Camera and photographer Mark Mann—prompting guests like Violetta Komyshan, Marina Testino, Kendall Harrison, and Austin Augie to swap their own top for a classic Rag Bone t-shirt.

“I loved being a part of the new campaign because Rag Bone has been part of my life,” Porizkova says, who has loved the brand from its start in 2002—notably a pair of sweat pant jeans—though she’s dressed in a full Rag Bone ‘fit: according to the brand, specifically the Astrid Slip Dress from [its] Pre-Fall 2018 collection and the iconic Mack Leather Jacket. A thoughtful outfitting that proves Rag Bone’s classics never go out of style.