David and Marcus never cease to come up with something new and fresh with their line, Rag & Bone, and the same goes for their advertising campaigns. It all began by placing digital cameras into the hands of models Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova, and Lily Aldridge. They were asked to take the project by the horns, shooting themselves decked out in Rag & Bone wherever they felt the creative calling. In an interview with WWD, Marcus stated, "We have always been very inspired by the girls who do the show. Rather than do what every other brand does and have a high-end photographer take very polished shots, we thought, 'Let's flip it on its head and get the girls to take over.' We wanted it to be very real." More than 1,000 posters and fliers created from these images have now been placed below 14th Street in this guerilla-style marketing campaign.
Rag & Bone is bursting at the seams with growth. This campaign is not to simply advertise the line, but is also to highlight the launch of its first e-commerce site, "featuring social networking and interactive elements." This site will include many of the models' images as well as photo submissions from friends, fashion editors, and bloggers...of course all adorning Rag & Bone. "Girls by Girls in Rag & Bone, the D.I.Y. Project" is set to launch soon, but in the meantime, visit the site, download your favorite poster and get-a-hanging....but don't forget to send your own photo of your participation for an entry to win tickets to the Rag & Bone Fall 2011 Fashion Show in New York.
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