British actress Gabriella Wilde is the face of the new Rag & Bone Fall 2015 ad campaign, shot by Glen Luchford, with art direction by Peter Miles. The concept revolves around bringing aspects of New York into a studio setting.

Wilde’s signature natural beauty is toughened up as she ventures into a destructive scene of a graffiti- strewn concrete barrier hurtling into a 1979 Porsche 911 SC. In another setting, the familiar New York sight of smoke emanating from a manhole cover is given an ominous, cinematic feel as the black billowing clouds engulf the surrounding space.

“Rag and Bone has an understated coolness. It is chic with an edge which I love. I loved the campaign concept. It was very different, a bit raw and I love the hardness of the images,” said Wilde.

“The campaign concept speaks of the contradictions New York is rife with and exactly what makes it such a cool city. The unexpected is something we also relate to as a brand and try to inject into all we do, from our collections to imagery,” said Marcus Wainwright, one of the brand’s partners.