If you remember NYC in the 2010s, you’ll know it was the golden age of fashion-meets-music. It was a time when you would run into Alexa Chung at Bar Matchless, catch Abby Lee Kershaw performing onstage, or stumble upon various members of The Vaccines at Baby’s All Right watching Threats – a side project of British-New York band Drowners.
Now, Rag & Bone has tapped Matt Hitt as the face of their Fall 2026 campaign, and it makes complete sense.
The former lead singer of The Drowners stars in Rag & Bone’s Fall 2026 campaign, shot between Los Angeles and the recording studio during a mid-tour break from European festivals. The campaign captures Hitt in the brand’s Harrington Suede Jacket, plaid flannel CPO shirt, Fit 4 Creased Straight Jean, and Vernon Cashmere Sweater, embodying the kind of worn-in, effortlessly cool aesthetic that both Hitt and Rag & Bone have always represented.
“I’ve always been a fan of having a uniform,” Hitt said of the collaboration. “If I could wear the same Rag & Bone jacket for years and years, that’s a sign of good quality.”
The campaign also marks a new chapter for Hitt musically. His debut solo EP You’ll Be Lucky – produced by Timothy Lanham of The Vaccines – opens with “I’m Sorry New York,” a song that feels like a love letter and a reckoning with the city that shaped him. Hitt recently returned to New York for his first solo show of the year, and the campaign was captured in part around that moment.
View this post on InstagramIn a clip accompanying the campaign, Hitt reflects on the emotions of performing with characteristic introspection. “The range of feelings that occur is hard to explain,” he said. “It ranges from intense mania, brought on by adrenaline, to deafening silence, sitting in a room by myself.” Of songwriting, he added: “It’s kind of hard to know when a song is finished because it feels like it’s still evolving as you play it, which is probably what makes it a continuous way of processing.”
For anyone who lived through that particular NYC moment, watching Hitt feels less like a comeback and more like a homecoming.
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