Hagerty Has Perfect Video Response To Fashion Label's 911 Destruction

Illustration for article titled Hagerty Has Perfect Video Response To Fashion Labels 911 Destruction

As you might remember, a U.S. fashion label recently thought New York City looks like this if you jam it into a studio. Classic car insurer Hagerty doesn’t seem to agree with them.


The car was a 1979 Porsche 911 SC, that concrete barrier weighs two tonnes and their skinny blonde is British model/actress Gabriella Wilde. We still have no idea what any of this has to do with the great city of New York, but nothing at all remains a fair guess.


I honestly don’t want to go all Vampire Weekend on Rag and Bone, but it’s hard to understand what they wanted to express here, unless their only aim was to end up on every car site on the web, in which case I must congratulate them for making it to Jalopnik, twice.

Illustration for article titled Hagerty Has Perfect Video Response To Fashion Labels 911 Destruction

According the the company, here’s what their Fall/Winter 2015 campaign is all about:

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.


Gabriella Wilde had this to add after cashing in her check:

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.


A bit raw is one way of putting it:

It’s not like there aren’t any more 1979 Porsche 911s left you can buy, but the pointless destruction of what seems to be a completely fine classic car well never get to be cool in our book. Especially since owning an old 911 in New York City is the most rewarding challenge one can take on.


And that’s exactly why we prefer Hagerty’s version:

Sick burn, Hagerty. Literally.

Photo credit: Rag and Bone. Hat tip to M Goralski!


Contact the author at mate@jalopnik.com.

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Patrick Frawley

The idea that the original ad is somehow representative of New York City is just as insulting as crushing the 911.

Sorry, folks: NYC isn’t some dark and dangerous adventureland of personal liberation amidst the ruins of society. It’s not toxic smoke and crushed status symbols and brazen rejection of societal norms. It’s not awkward misrepresentations of hallucinated glimpses of the ‘70s and ‘80s.

You want modern New York? Show an X6 pulling down a bodega storefront. Show someone spilling some retro cocktail - something with artisanal bitters in it - on a pair of selvedge jeans in a too-quaint repro-speakeasy. Show another neighborhood institution changing to another bank branch.

Show random shots of some family getting evicted so the ground under their home can become the foundation for yet another overpriced high-rise populated by people wearing Rag & Bone on their weekends of scripted decadence.

That’s modern New York City.