Rag & Bone is officially going on tour with model, actress and musician Cara Delevingne.
Since first walking Rag & Bone’s runway in 2011, Delevingne has remained close to the New York-based brand, recently evidenced through her debut summer tour looks around the world, where she’s worn the label’s signature Essential rib tank and Logan featherweight denim as her uniform. Now the model, actress and musician is again teaming with Rag & Bone as the face of its fall 2026 campaign.
“I think what’s really interesting about Rag & Bone is that we’ve always been a brand, especially from a talent perspective, who works with the creative class of people — actors, musicians, artists, people that are creating culture and putting things out into the world. We’ve drafted off of that as a brand, and we’ve done a really good job of finding the kind of talent that are either at their peak of power or they’re just approaching it,” Jess Burns, senior vice president of marketing, said in an exclusive interview.
She added that while thinking about the fall campaign, tapping into Rag & Bone’s already innate talent strategy was front of mind during their wide-ranging search for the next campaign face.
“We wanted them to connect with the Rag & Bone brand from a look-and-feel perspective; we wanted them to again be kind of part of that creative class segment, and we wanted them to have a lot going on,” she said of the importance of being able to draft off the talent’s news cycle, which compounds the integration of the brand and accelerates engagement.
“As we were doing our search, Cara popped up. She is truly a multihyphenate. She started her modeling career, and obviously we partnered with her in 2011, which is ages ago, and she walked the runway for us. She’s an actress who was just at Cannes debuting her film, ‘Club Kid,’ which was a darling of Cannes. Then we learned that she was launching a music career,” she explained.
Burns said she and her team had an opportunity to attend one of Delevingne’s listening sessions and they were blown away by her talent. “It felt so brand aligned because as a brand, we’re reemerging. We’ve grown domestically and globally. We’re embarking on a new chapter as she is as a musician, which felt so right.”
In that vein, the brand wanted to capture Delevingne wearing its fall fashions while spending time on- and off-stage. On Thursday, the brand will capture Delevingne during her debut New York show at Brooklyn’s Baby’s All Right venue.
Courtesy of Rag & Bone
Ahead of her show, Rag & Bone shared an exclusive in-studio campaign teaser image featuring Delevingne wearing the brand’s key look of the season: the Sutton Cigarette skinny, low-rise jean, the Lawrence blazer and the Newbury Chelsea boot, which Rag & Bone was known for in 2010s.
The broader fall collection is rooted in the brand’s bread and butter denim; shirting and deconstructed and military-inspired blazers; cashmere sweaters; poplin layers; tailoring, and footwear, namely boots.
“I think what’s really interesting about Cara’s style is she has this kind of menswear aesthetic and effortless model-off-duty vibe. She looks incredible in suiting. When I said she’s perfect for Rag & Bone — fall is really about that,” Burns said.
“What was amazing about the brand almost 25 years ago — the anniversary will be next year — is that the core of the brand is still as relevant as it was before. When we think about the brand, we think about its distinct New York roots, below 14th Street. The grit and glamor, the creativity and chicness,” she said.
While the product range and quality remain strong, bringing the brand back to the ethos of creative energy rooted in the city, and amplifying that through product and talent-led storytelling and campaigns has been the missing piece in recent years.
Furthermore, she added that in this next chapter of the brand, they want to “resurrect Rag & Bone as a full lifestyle brand” with head-to-toe outfits. This spans from sunglasses and eyewear to bags and small leather goods, which will be featured in future campaign images. “We’re giving her the complete look,” she added.
“This fall brand campaign is going to do an incredible job [at that]. We’re not just doing a fashion campaign of putting her in the studio, but we’re going on tour with her,” Burns said.
On Thursday night, Delevingne will take the stage, in Rag & Bone, at Brooklyn’s Baby’s All Right music venue for her first New York show. The majority of Rag & Bone’s campaign will feature documentation of that show as well as intimate moments of Delevingne both on- and off-stage. These moments and the duo’s relationship will be teased out over the summer ahead of the campaign’s official launch on Aug. 25 alongside the collection release.
“She’s had a few different tour stops — Paris, Barcelona, London. When we were thinking about where to film her — Baby’s All Right is such an institution. It’s so Rag & Bone because it’s understated yet cool and is a natural environment for our brand to show up,” Burns explained. “It’s one part fashion campaign and one part rock documentary that Rag & Bone just happens to be supporting.”
“Making music is something I have been doing my whole life, and I am so excited I finally get to share it with the world. Onstage is where I feel myself. Music feels like the purest expression of who I am — and that kind of creative integrity is what I look for, and Rag & Bone has always stood for,” Delevingne said in a statement to WWD.
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