# Minimalist Grayscale Fashion Series The Rag & Bone SS14 Campaign Features Hazy Models Downtown By Janelle Savel | Published 2014-04-03 | Updated 2014-04-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rag-bone-ss14 References: [fashionmenow.blogspot](http://fashionmenow.blogspot.ca/2014/01/rag-bone-ss-14.html) & [rag-bone](http://www.rag-bone.com/?utm_source=pjn&utm_medium=affiliate&utm_campaign=20648&cvosrc=affiliate.pepperjam.20648) The [Rag & Bone](https://www.trendhunter.com/trends/rag-bone1) SS14 campaign focuses on two subjects centred around downtown L.A. Stacy Martin from Lars Von Triers’ Nymphomaniac and Emile Hirsch from Lone Survivor are seen idling around the streets of L.A. Glen Luchford shot the campaign using 35 mm film, which adds a dreamy, grainy and overexposed feeling to the collection. Hirsch is seen laying on a broken lawn chair, or casually contemplating on his bed while Martin is dressed in simplistic, minimal clothes with perfectly messy hair and an expressionless look on her face. This campaign is among many [stylish Rag & Bone photo shoots](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam). With its [minimal looks](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit) and care-free attitude, Rag & Bone is setting the standard of cool. It offers grungy, yet chic looks that anyone can pull off and exemplifies the looks that are sought-after at the moment. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 62% | Activity: 14% | 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 ### Key Themes Behind This Trend - **Minimalist Fashion:** Disruptive innovation opportunity: Create a sustainable clothing line that focuses on minimalist designs and ethical production practices. - **Grayscale Aesthetic:** Disruptive innovation opportunity: Develop a photo editing app that automatically transforms colorful images into grayscale to match the popular aesthetic. - **Dreamy Photography:** Disruptive innovation opportunity: Create a virtual reality platform that allows users to experience the dreamy and grainy aesthetic of 35 mm film photography in a digital format. ### Where This Applies - **Fashion Retail:** Disruptive innovation opportunity: Use AI and machine learning to create personalized minimalist fashion experiences for customers, offering curated selections based on their individual style preferences. - **Photography:** Disruptive innovation opportunity: Develop a compact and affordable 35 mm film camera that appeals to a new generation of photographers who want to experience the vintage aesthetic in their work. - **App Development:** Disruptive innovation opportunity: Launch a mobile app that combines photo editing and social media, allowing users to share and discover grayscale aesthetics in a dedicated community. ## Related on Trend Hunter - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Minimalist Gallery Runways](https://www.trendhunter.com/trends/saint-laurent-springsummer-2024.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Effortless Urban Campaigns](https://www.trendhunter.com/trends/knys-fall-2025.md)