August 30 2014

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Edita, Abbey, Sasha, And Lily Take It To The Streets


Edita Vilkeviciute, Abbey Lee Kershaw, Sasha Pivovarova, Lily Aldridge. Sounds like the makings of a flashy ad. In fact, all four top models posed for Rag & Bone’s first-ever campaign. The difference is, they took the shots themselves or posed for pals in their living rooms and showers or on vacation. Marcus Wainwright and David Neville dreamed up the D.I.Y. project with Laird & Partners, and New Yorkers who braved the snow banks this morning might have seen the wild postings around town. When Marcus and David say D.I.Y., they mean it: The designers themselves took wheat paste to poster. On top of that, some of the ads look a lot like the flyers cleaning ladies, dog walkers, and the guitar teacher Dan Smith post with their contact numbers on the bottom, only these list the Rag & Bone Web site. Online, you’ll find more pictures of the models along with bonus material like their playlists and recipes. “They were all given the same remit, but they all turned out so different,” says Wainwright. “We think they’re really representative of each girl’s character.” And that works for the brand. “Putting clothes together in your own way, having your own style—that’s something that resonates with us,” he adds. Later this year, customers will be able to post pictures of themselves wearing Rag & Bone to the Web site. Check out a teaser video about the project and more exclusive shots direct from the girls’ digi-cams, below.

Photos: Courtesy of Rag & Bone

Model Behavior