For the first ever Rag & Bone campaign, the label has enlisted models Abbey Lee Kershaw, Sasha Pivovarova, Lily Aldridge and Edita Vilkeviciute, but have decided to ask each model to get creative and to photograph themselves, with complete creative control and with a wardrobe of Rag & Bone clothing to choose from. Each model has captured two photographs each for the guerrilla campaign which is set to be plastered all over walls and boards in the New York area.
Rag & Bone design duo, David Neville and Marcus Wainwright opened up about the unique first campaign, Wainwright said “We have always been very inspired by the girls who do the show, rather than do what every other brand does and have a high-end photographer take very polished shots, we thought, ‘Let’s flip it on its head to get the girls to take over.’ We wanted it to be very real.”
The campaign is hope to entice new customers on to their e-commerce site, Neville commented about their digital efforts which was created for their fans: “It’s about real people and real clothes, clothes that we want people to wear and feel good in.” Check out Rag & Bone's remodeled site at rag-bone.com.
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