The Rag & Bone Spring 2027 collection is, by design, a deliberate exhale. Chief Merchandising and Design Officer Jennie McCormick says last winter’s cold and snow left its mark: ‘It was really this idea of lightness and brightness, and taking all the vestiges of the winter season and throwing them off.’ The result is a reworked lineup of brand signatures in airier fabrics and softer colours, aimed squarely at the loyalists who keep Rag & Bone’s tills turning season after season.
McCormick, who has held her role since July 2023 following co-founder Marcus Wainwright’s departure, oversees womenswear, footwear, and accessories. The brief she has set herself for spring is fairly precise: give the customer a little fun without spooking her. A silk taffeta blend skirt paired with a sporty funnel neck jacket does exactly that, looking polished and wearable as a set, but easy enough to split apart for anyone who prefers not to arrive at the office looking like they just stepped off a runway.
Rag & Bone Spring 2027 Leans Into Coloured Denim
The louder move this season is denim. ‘There’s a really big emphasis for us this season on colored denim and all this denim dressing,’ McCormick confirmed at a showroom visit. Denim dressing has been building steam across the industry for a couple of seasons, and Rag & Bone is now putting its own restrained spin on it: colour without chaos, pattern without panic.
It fits neatly alongside the Resort 2027 women’s collection McCormick also directed, where, according to Vogue, the goal was to expand ‘our woman’s lifestyle’ toward more elevated expressions, with statement jackets and sharp takes on office staples as the anchors. The through-line between Resort and Spring is clear: McCormick is not repositioning the brand, she is refining its existing lane.
A Brand in Active Expansion
The collection lands at a brand that looks quite different from the one Marcus Wainwright and Nathan Bogle founded in 2002, according to the CB Insights company profile. Guess?, Inc. and WHP Global completed the acquisition of Rag & Bone in April 2024, and the new ownership has accelerated the brand’s physical footprint considerably.
A year after that deal closed, Rag & Bone opened its first Amsterdam store, a 5,382 sq ft unit at Heiligeweg 36 in the city’s Canal District, occupying a space formerly held by Scotch & Soda. Two months later came a German flagship in Düsseldorf, with further openings planned across Germany, Sweden, Norway, and Belgium, according to Drapers. The brand now operates 40 stores globally and ships to over 75 countries.
On the e-commerce side, ECDB estimates Rag & Bone’s annual gross merchandise value at approximately $51m for 2025, with 0–5% growth projected for 2026 versus 2025. These are ECDB model estimates rather than company-reported figures, but they suggest a brand that is stable online rather than surging, which makes the physical push into European high streets read less like opportunism and more like a calculated hedge.
McCormick is threading a needle that is familiar to anyone who has watched a heritage brand change hands: keep the core customer comfortable, introduce just enough freshness to attract new ones, and do not accidentally alienate either. A silk taffeta skirt and some coloured denim is probably not the stuff of fashion-week legend. But for a 40-store global brand with a loyal base and an expanding European footprint, measured and confident is likely exactly where the Spring 2027 brief needed to land.
Whether the European store pipeline fills out on schedule will be the more telling signal of how the Guess/WHP playbook is actually performing.
