Rag & Bone D.I.Y. Project

Earlier this summer Rag & Bone launched their lo-fi marketing campaign the ‘D.I.Y. Project’, where a host of their favorite models were selected to indulge in their personal photography whims to create their very own campaign for the brand – no stylist, no hair and make-up, no lighting. Just a girl and her camera. And rag & bone.

Rag & Bone‘s ongoing marketing campaign DIY Project takes a completely different approach to the traditional, highly polished campaign, letting the models take the reigns. This time ’round the downtown New York brand gave each of the models a camera and a bag of clothes before they went on holiday, and asked them to do as they pleased and have fun.

The project originally began as a quartet, featuring models Abby Lee Kershaw, Sasha Pivovarova, Lily Aldridge and Edita Vilkeviute to create intimate images and video diaries that reflect each of their fun and unique personalities across different points around the world, including Sydney, Tenesssee, Corsica and Jamaica. The page now features an additional six girls including Hanneli Mustaparta and Miranda Kerr, who was lensed by husband Orlando Bloom. The rare images were launched in a guerrilla-style campaign in Manhattan and in the U.K. exclusively on the Rag & Bone website and Dazed Digital, and finally in a one-off window display at Collete in Paris.




Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.