Rag & Bone's DIY Campaign !

31 January 2011

Grazia Daily would like to present Marcus Wainwright and David Neville, the Brit designers behind the very successful and very cool New York label Rag & Bone, with our prestigious and highly sough-after award for What A Great Idea For an Ad Campaign! Instead of following the tried and tested route of hiring a renowned photographer and the model of the moment to work on their campaign the guys handed over a digital camera to yes, models of the moment but also good friends of the label Sasha Pivovarova, Abbey Lee Kershaw, Edita Vilkeviciute and Lily Aldridge and asked them to shoot away. The two conditions? That they’re in the pics themselves and that they, of course, wear Rag & Bone!

‘We have always been very inspired by the girls who do the show,’ said Wainwright. ‘We thought, “Let’s flip it on its head to get the girls to take over.” We wanted it to be very real.’ And very real they look, from Abbey Lee shaving her legs in one of the label’s oversized white shirts to Sasha refuelling her car in one of their staple grey vests. This novel approach to advertising does not stop there however. These images, and soon more from other friends of the label, are available to download and print from Rag & Bone’s website and Marcus and David would very much like it if you printed them out and posted them up in your neighbourhood – guerrilla-style! For inspiration and a prime example of dedication-to-the-cause watch the label’s video below of one of their employees doing just that. And seeing as the city was snowed under the day he went out we’d like to present the gentleman with the moustache with our Most Dedicated Hipster Employee award. Bravo, sir!


-- Kiki Georgiou


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