Rag & Bone S/S 2011 : Edita, Abbey, Sasha, and Lily A

[apriliciate]

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.

style

 

[apriliciate]

the video here

style

 

[ForChicSake]

 

[bones]

NEW YORK — Rag & Bone’s Marcus Wainwright and David Neville are putting their stamp on lower Manhattan, guerrilla-style. On Thursday, the duo unveiled a new marketing platform by plastering more than 1,000 posters on walls below 14th Street and pinning fliers against deli boards à la “Dan Smith Will Teach You Guitar.”

This isn’t some glossy campaign shot in a professional studio, though. The duo handed models Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova and Lily Aldridge a digital camera, and asked them to snap themselves in Rag & Bone clothes with total creative freedom. “We have always been very inspired by the girls who do the show,” Wainwright said. “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 to get the girls to take over.’ We wanted it to be very real.”

The campaign, developed with Laird + Co., is more than just an advertising effort — it’s also a branding exercise that draws attention to the firm’s just-launched e-commerce site, rag-bone.com, which features social networking and interactive elements. The site will have more images as well as video the models took with their cameras on location.

The design duo also asked staffers, friends of the house, fashion editors and bloggers to submit their own images for the site, which will be showcased in a gallery. Participants include Elettra Wiedemann, Details magazine’s Eugene Tong, Marie Claire’s Taylor Tomasi Hill, V’s Jay Massacret, Julia Frakes of Bunny Bisous and Sean Sullivan of The Impossible Cool. “It’s about real people and real clothes, clothes that we want people to wear and feel good in,” Neville said.

wwd

 

[xerq]

FAIL
omg this is awful lol

 

[marsnoop2]

I could see how they might have thought that this was a good idea, but no, just no. Sasha's shots aren't bad actually, but there's no theme throughout the shots, and well Lily, just stop.

 

[PERFECTION]

lol @ Lily's shot

 

[Over the Sea]

Sasha's shots actually look good, but the rest are a mess

 

[LiranYana]

Is that really a Campaign shot ? dont like it
but proves on Candids Sasha really does make the best photos

Sasha never disappoints even on Candids
Lily A's shots are the worst

 

[LiranYana]

Sasha's shots actually look good, but the rest are a mess

I agree, If they were going for a Candid style Campaign
they should have just shot Sasha and removed Abbey, Edita and especially Lily's messy shots

the rest arent doing anything for the Camapign

 

[Legolas]

Thought all Sasha's shots were the most decent ones, until I saw this one; she was the only one saving this... how dare they?



rag-bone.com

 

[Gabriel29]

hmmm edita, sasha, abbey, lily a

can anyone guess the odd one out?

seriously lily a is such a fail model...

This campaign reminds me of VI's twitter editorial.

 

[gossiping]

huh? where's the runway looks?

 

[Wolkfolk]

This campaign is a wasted time & money.
There's nothing appealing or relevant, here. Only a pretentious and try-hard indie direction, in order to be original.

 

[maricris11]

fashiongonerogue.com

 

[LiranYana]

rag-bone.com

reminds me of Gap by Sasha
and would have been better if it was an all Sasha Campaign, ​

 

[MulletProof]

When I look at their latest efforts, and what they've done after things sort of 'exploded' in terms of attention for them, I'm just perplexed by the amount of conflict and strange results that have come out of that pressure.. I think they have become too self-conscious to the point they're going to strangle themselves by their own efforts, cause I don't think the sales or hype is really falling that strong on them.. or at least not on the same pace they're pushing themselves to keep up with it.

I actually like the idea behind this.. Rag & Bone clothes are nothing groundbreaking, they're supposed to be everyday clothes with a very subtle twist and clearly a bigger price tag; models now more than ever are really looked after for their casual street style and the way they carry these 'everyday' clothes; they mention e-commerce being part of the inspiration, sort of like that twitter-inspired Vogue Italia of models photographing themselves... when you sum all of this, it sounds like you're in for a good advertising cocktail.. especially the part of plastering posters in downtown NY.. all very representative of the brand. The thing is that, in conclusion.. it just doesn't appeal.. this is suitable for Diesel, maybe Levi's.. brands that aren't just about capturing streetwear but that are devoted to streetwear.. also, I wonder what's going to happen once you catch the attention of a reader of Spin, or one of these magazines for people that collect jeans and sneakers , and when they look up the brand and find this.. which is a lot more sophisticated than the ad suggests. Good exposure but it's kind of phony, they should've saved it for pre-fall, which does have uninspired hipster written all over it, just like this ad..

 

[catwoman89]

i like it

 

[softgrey]

i hate it all...in so many ways...

 

[ParisFashionMuse]

are they campaigning models or the collection? hm. definitely not the collection. FAIL