Car enthusiasts aren't happy about Rag & Bone's Porsche-crushing campaign

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Fashion advertising is a tricky business. Take even just a step too far and you’re met with an internet army of haters, as New York Fashion Week label Rag & Bone is currently experiencing.

The brand, whose managing partners are British designers Marcus Wainwright and David Neville, has ignited fury from car enthusiasts the world over after destroying a black 1979 Porsche 911 SC in its latest campaign.

A photo posted by rag & bone (@rag_bone) on

The ad, which features model Gabriella Wilde, shows a concrete block crushing the vintage car as Wilde walks away, flinching at the noise of the impact. The accompanying print ads show Wilde sitting atop the slab of concrete with the crumpled car beneath it.

But car lovers have been quick to criticise the brand’s idea, and the YouTube video currently has over 6,000 ‘dislikes’ and just 86 ‘likes’, with over 1,000 mostly negative comments.

“YOU MONSTER,” says one user, while others are more explicit in their comments.

“I emailed Porsche to tell them about this atrocious homicide. I am also reporting this video,” says another. Others say they’ll never buy clothing from Rag & Bone as a result.

A video posted by rag & bone (@rag_bone) on

“Vulgar waste of a classic artistic automobile. I wish nothing but despair and failure for @rag_bone!” posted another under an Instagram post of the campaign.

But, the brand has said that the car is only a shell (a car without an engine), picked up at a scrapyard. But even that hasn’t placated motor heads, who say it would still have been valuable due to its good condition.

The 1979 model currently appears to sell for upwards of £20,000.