We’ve already given you a preview of Léa Seydoux’s gritty and wet ad campaign for Rag & Bone; now it looks like her menswear counterpart Michael Pitt has totally one-upped her in the “concept” department, even sacrificing his own guitar to get that perfect shot.
“Léa and Michael weren’t given any direction,” said David Neville, one half of the Rag & Bone design team. “The premise was simply them in Rag & Bone doing whatever came naturally.”
Apparently, what comes naturally for Pitt is smashing guitars–his own guitar, to be more precise. “We parked the car around 42nd and 8th, we set up and I walked out into the middle of the street and smashed [my guitar],” the former Boardwalk Empire star said in a release.
“The people who were walking by loved it!”
The real question is, are you loving Pitt’s guitar-smashing ads for Rag & Bone? Check out more of the campaign, lensed by Glen Luchford, in the gallery below.