Models of the moment, Abby Lee Kershaw, Sasha Pivovarova, Lily Aldridge and Edita Vilkeviute, feature in Rag & Bone’s new DIY photograph project. The models were given a bag containing clothes, a digital camera and an instruction to ‘do as you please’ and take their own personal snapshots of their holiday.
“For our first-ever campaign, we wanted to think outside the box. We asked ourselves who embodies the brand and who really wears the clothes well. These four girls have amazing style and represent the ‘cool,’ downtown, New York girl that Rag & Bone is all about. We wanted to take a completely different approach to the traditional, highly polished campaign, so we decided to let them take the reigns. We gave them each a camera and a bag of clothes before they went on holiday, and asked them to do as they pleased and have fun. They were all given the same remit, but they all turned out so different. We think they’re really representative of each girl’s character.”
