Abbey Lee Kershaw, Sasha Pivovarova, Lily Aldridge, and EdytaVilkeviciute became faces of a new Rag & Bone advertising campaign. The authors of the promo shots were not renowned photographers but … the models themselves!
The girls made digital camera shots of themselves. The brand designers shared the unusual project’s original idea:
We have always been fascinated by models working on catwalks. And instead of doing something that absolutely all brands do – creating a series of ideal, “polished” pictures – it occurred to us: “Let’s suggest them taking pictures of themselves!” We wanted them to look as natural as possible.
The girls were given Rag & Bone clothes, digital cameras, and were granted full freedom of expression – they could do whatever they wanted, because the clothing brand is suitable for “real lives of real people”. It turned out to be rather amusing. Rarely do we see models so natural looking.
Source of the image: Myddnetwork.