Feb 1, 2011
Brands always spend mega-bucks on a top notch crew for glitzy ad campaigns, while this approach works for some, rag & bone decided upon a much more raw approach for their latest images. The line enlisted the help of runway regulars, Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova and Lily Aldridge for a lil DIY ad campaign action. The girls were given digital cameras to shoot and style themselves in rag & bone’s clothes. The result? Some playful, dirty and wet images of the models frolicking in rag & bone. My favorite shot has got to be Sasha looking oh so casual and chic while pumping gas.
The images are going to be made into posters which will be displayed all over Manhattan. This ad campaign will also go viral with the brand’s newest crowd sourcing initiative. Fans who download flyers on rag-bone.com and and post them around their city will be automatically entered to win tickets to the rag & bone Fall 2011 Fashion Show in New York after they submit a photo of their work. I’m guessing this means we’ll be seeing lots of our model crushes around NYC very soon.