# Candid Rocker Street Captures The Set for the Rag and Bone AW 2013 Campaign is the City By Jen Chae | Published 2013-07-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rag-and-bone References: [dazeddigital](http://www.dazeddigital.com/fashion/gallery/16207/3/rag-bone-aw13-campaign) & [kate-lawson](http://www.kate-lawson.com/2013/07/street-style-rag-bone-aw13-campaign.html) The AW2013 campaign shoot for [Rag and Bone](https://www.trendhunter.com/trends/rag-bone1) is candid, raw and urban. Unlike other editorials perfectly styled, studio-shot and edited, Rag & Bone’s photos involve imperfect looks of models caught off guard. Models Léa Seydoux and Michael Pitt were actually told to do whatever came naturally with no creative direction. The campaign encompasses effortless looks for the autumn and winter seasons. Not surprisingly, the setting is [the Big Apple](https://www.trendhunter.com/trends/bergdorf-goodmans). The models are captured on sidewalks, road-side curbs and in taxis—very mundane settings we see every day. Captured by photographer Glen Luchford, the [black-and-white photos](https://www.trendhunter.com/trends/jiyongkim-fw25) epitomize chic urban street style. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 58% | Activity: 47% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Candid Fashion Photography:** Exploring the trend of capturing fashion models in candid, raw, and urban settings, offering opportunities for brands to showcase authenticity and effortless style. - **Imperfect Realism:** Embracing the imperfections and capturing models in unguarded moments, creating a sense of relatability and authenticity in fashion campaigns. - **Street Style Aesthetics:** The use of mundane urban settings such as sidewalks, curbs, and taxis as backdrops, highlighting the appeal of everyday street style as a fashion inspiration. ### Industries Being Reshaped - **Fashion Photography:** The fashion photography industry can embrace the trend of candid captures, using it as a unique selling point to differentiate their work and appeal to brands looking for authenticity. - **Fashion Brands:** Fashion brands can explore the opportunity to showcase their products in authentic street settings, tapping into the appeal of candid fashion photography and everyday street style. - **Advertising and Marketing:** The advertising and marketing industry can leverage the trend of capturing unguarded moments and imperfect realism to create relatable campaigns that resonate with consumers. ## Related on Trend Hunter - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Effortless Urban Campaigns](https://www.trendhunter.com/trends/knys-fall-2025.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Inaugural Slick Watch Collections](https://www.trendhunter.com/trends/rag-bone1.md) - [New York-Centric Campaigns](https://www.trendhunter.com/trends/bergdorf-goodmans.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Singer-Led Fashion Campaigns](https://www.trendhunter.com/trends/pour-homme-and-neighborhood.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md)