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Marking the opening of their store on Sloane Square – their first in England – British expats Marcus Wainwright and David Neville graced London Fashion Week with rag & bone’s first-ever presentation in their homeland, appropriately staged in a tent on the green in the middle of the square. And while the collection was the same as the tribute to Paris-Dakar the duo showed last week in New York – speed daemon desert trooper mood intact – the packaging was all new. In sixes, colour-coordinated exits made their way out on the catwalk, stopped and turned their backs to the guests. Individual digital screens showed each look from the front, allowing guests to see the full 360 degrees of the every exit. The models then spun around and posed for a second time, much in the vein of how race cars are traditionally displayed on spinning podiums. It was a homecoming show, which cemented the immense international success of the New York-based fashion entrepreneurs, who also launched their first campaign this season – the main inspiration for which was none other than Craig McDean’s cover story for i-D’s The Streaker Issue from June 2002, starring Kate Moss.
Text: Anders Christian Madsen
Photography: Mitchell Sams
See all of our SS13 womenswear coverage here.
