It’s fitting that Founder and Chief Brand Officer Marcus Wainwright has titled rag & bone’s Spring 2021 collection film Metamorphosis. In the true spirit of transformation, rag & bone is unveiling key pieces of this collection virtually in an experimental short film. 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.
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.”
rag & bone honed its craft of digital creativity by tapping into Microsoft technology. From Teams to Azure Cloud, Microsoft helps to power the rag & bone creative process—including the Metamorphosis virtual showcase. Creating this short film was a collaborative process that brought together artists from around the globe—spanning fashion, design, virtual modeling, and film—using Microsoft Teams.




The result is a virtual showcase that shows how high-level craftsmanship and attention to detail can now carry over into digital fashion, too. The idea isn’t to replace human creativity and craftsmanship. On the contrary: it’s to preserve and evolve it with digital tools that push the realm of possibility while maintaining a high level of quality in the garments themselves.
This isn’t the first time rag & bone has used technology to unveil its collection in an unexpected way. In September of 2019, rag & bone harnessed Microsoft’s Azure Kinect DK technology to transform models and their garments into 3D pointillist images. These images were then projected onto large-scale screens within the show space, bringing the runway to life with multi-dimensional art that challenged attendees to rethink the conventional fashion show format.
Going forward, customers can continue to expect tech-infused design and innovation that reinvents everything from the design process to retail. As Marcus Wainwright says, “The process of reinvention itself is what drives our work.”