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Rag & Bone Campaign Goes DIY Again

For fall, the idea is self-styled models shot by a family member or a friend.

DIY, TAKE TWO: Rag & Bone designers David Neville and Marcus Wainwright are going the DIY route again for their Rag & Bone/Jean fall digital campaign. Neville and Wainwright introduced the DIY idea for spring with Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova and Lily Aldridge, who were given creative freedom to shoot themselves in pieces from the denim collection. For fall, the idea is self-styled models shot by a family member or a friend. The campaign breaks Sept. 6 with Karolina Kurkova photographed by Helena Christensen while on holiday in Ischia, Italy. There are six girls in total, including Carolyn Murphy shot by her daughter; Miranda Kerr shot by Lily Aldridge, and Arizona Muse, Joan Smalls and Candice Swanepoel.

 

“We have been very lucky with the caliber of girls who have participated in the project thus far, and are excited about the next group launching this fall,” said Wainwright. “Some of these models are known in a certain context or for a particular look, and the DIY project lets us see them how they see themselves, rather than how they may have been portrayed before. I think there is a definite appetite to see these girls in a totally different light than you’re used to.”

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