Rag & Bone

Brilliant. It's the only word to describe Rag & Bone's DIY lookbooks. Brilliant. Most designers budget thousands for their seasonal lookbooks. Venue, makeup artist, hair, photographer, etc. It takes a lot to get it just right. But the irreverent beings over at Rag & Bone decided that no, it doesn't. And shockingly, they were right. The guerilla style marketing campaign originated this summer with four models: Abbey Lee Kershaw, Sasha Pivovarova, Lily Aldridge and Edita. They were given a camera and asked to take images that represented their daily lives and unique personalities. We absolutely die for Abbey's in-the-bath pictorial. She also takes us through shaving her legs and eating peanut butter out of the jar. Sasha and Edita take us to the beach with them, and we join Lily on a hair swinging, tummy flashing romp from the fire station to the waterfront. This time around Rag & Bone has added six new models who were also given a camera and a bag of clothes. No makeup artist, no professional lighting, no hair stylist -- just a beautiful girl, beautiful clothes and a camera. The new girls include Karolina Kurkova, Carolyn Murphy, Miranda Kerr (shot by husband Orlando Bloom), Mina Shin, Candice Swanepoel and Hanneli Mustaparta. As a smaller brand we are always looking for inventive ways to present our product in a killer way while not breaking the bank. It's really cool to see a brand like Rag & Bone, that is so incredibly popular and successful, go the low-fi route. It's easy for fashion brands to attain adjectives like luxurious, glamorous and beautiful, but it really is no easy task to make something that is truly cool. Rag & Bone did it.