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Rag & Bone Metamorphosis: A Virtual Runway with Ruth Hogben
Portrait of Vincent Venema, a multidisciplinary creative director, wearing a black hooded jacket, standing indoors with a blurred background.
Role
- Creative Direction
- Art Direction
Project
- Digital Fashion
- Virtual Collection
- Digital Showcase
- Short Films
Details
Project - Metamorphosis SS 2021
Clients - Microsoft, Rag & Bone
Director - Ruth Hogben
Studio - The Fabricant
Agency - Listen.
Year - 2021

Fusing together elements of fashion and technology, for the New York-based label rag & bone the creative is showcasing pieces from its 2021 Summer/Spring Collection: Metamorphosis.

An experiential short film turning the runway into a digital landscape that reimagines an ubiquitous part of New York architecture—the fire escape—and pushes the boundaries of creativity.
A person standing on a metal walkway surrounded by industrial structures, wearing a dark raincoat and gold dress, with a clear sky in the background.

"Leading the fashion industry towards a new sector of digital-only designed clothing. From start to finish wasting nothing but data."

This virtual collaboration features a digital avatar walking the “runway” through a New York-inspired landscape, modeling the versatile collection—from day to night—with a constant loop of styling options.
An image of Vincent Venema wearing a sleek, black, futuristic helmet and matching outfit, standing outdoors against a blue sky with industrial structures in the background.
A model walking on a modern metallic staircase wearing a black cape and gold skirt, showcasing contemporary fashion design.
A creative professional standing on a fire escape, overlooking the cityscape, showcasing urban creativity and design expertise.

Revealing the spring 2021 collection in a virtual world.

The idea is to use the virtual showcase to convey the concept behind the collection, which rag & bone sees as “the essential, perfected wardrobe” with quality pieces that are made to last and “provide a sense of safety and meaning.”
A modern, abstract sculpture of a human figure illuminated with colorful lighting, showcasing contemporary art and design.
A creative professional standing on a rooftop structure at sunset, wearing a black cape and metallic mask, with a dramatic sky in the background.
Metallic mannequin standing on an outdoor fire escape with a sunset sky in the background, showcasing contemporary art and design elements.
An artistic mannequin dressed in a beige blazer and dark trousers stands on a rooftop with metal staircases and railings, set against a sunset sky, showcasing creative and multidisciplinary design.
A futuristic mannequin with a reflective metallic head and striped shirt, standing on a metal platform amidst an industrial staircase structure against a sunset sky.
A futuristic figure with a metallic skull mask and white suit standing on a rooftop structure during sunset, symbolizing innovation and creativity in design.
A sleek, metallic portrait of Vincent Venema, showcasing a futuristic and artistic style with reflective surfaces and dramatic lighting.

Team

Film Director - Ruth Hogben
Creative Director - Vincent Venema
Producer - Nirmala Shome
3D Artist - Airton Groba

Features

Youtube - From sketch to digital model
Rag & Bone - Campaign SS21: rb x Microsoft
Microsoft - Rag & bone unveils its spring 2021 collection in a virtual world

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