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September 2 2014

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Rag’s Riches: Kurkova, Kerr, Murphy, Muse, And More For Rag & Bone’s D.I.Y. Campaign

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If there’s one thing a top model knows, it’s how to work it in front of the camera—and so for its guerrilla ad campaigns, Rag & Bone has made a specialty of handing the girls the reins and getting out of the way. For the first round of the D.I.Y. Project, as Rag & Bone’s David Neville and Marcus Wainwright called the project, the designers had Lily Aldridge, Abbey Lee Kershaw, Sasha Pivovarova, and Edita Vilkeviciute snap themselves wherever the mood struck—on the beach, in the shower, over tequila shots. “The first time around we didn’t really know what we were going to get, but we ended up with truly compelling photographs from each girl; all very raw, beautiful, and at the same time quite distinct from one another,” Neville said. “The essence of the project is really flipping the traditional photo shoot on its head. We have turned the creative control over to the models and allowed them the freedom to capture themselves as they see fit. That is the glory of the whole thing; we get to see a very specific point of view, exactly how they wanted to be reflected in the images.”

The next round, debuting September 6, brings a new group of models into the fold. Miranda Kerr, Karolina Kurkova, Carolyn Murphy, Arizona Muse, Joan Smalls, and Candice Swanepoel are in front of the lens for the Rag & Bone/JEAN collection. Fellow supe Helena Christensen shot Kurkova (above) for the project in the fishing village of Ischia, Italy, where the two were for the Ischia Film and Music Festival. “It was a magical time,” Kurkova told Style.com. “We watched films on an outdoor movie screen just off the sea at night and during the day went sailing, kayaking, swimming in the ocean with my family. It was a perfect place to shoot as it’s a fishing village with lots of charm, character, beautiful views, and salt-of-the-earth people.”

Photos: Helena Christensen/Courtesy of Rag & Bone

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