Rag & Bone Does High Fashion on a Low Budget

In lieu of studio lights, makeup artists, and personal assistants, his & hers label Rag & Bone has taken a decidedly minimal approach to their latest marketing campaign. Known for their sharply tailored, military-inspired clothes, Rag & Bone’s David Wainright and Marcus Neville put all creative control in the hands of the campaign’s models (the same faces that typically lead Rag & Bone runway shows): Sasha Pivovarova, Lily Aldridge, Abbey Lee Kershaw, and Edita Vilkeviciute. The girls were given digital cameras and told to wear the brand in the shots, but the rest was up to them.

The photographs were then made to resemble the kinds of fliers that wallpaper bodegas and grocery stores–similar to the ads for cheap French lessons or a child’s “Lost Dog” poster. As promotional material for Rag & Bone’s recently-launched online shop, the guerrilla campaign will integrate with the site as various other taste-makers are encouraged to submit similar photos featuring Rag & Bone clothes and accessories (Taylor Tomasi Hill and Julia Frakes have already been contacted about participating). The DIY project officially launches on the site February 7th, but the full set of flier images can be seen here.

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