When coming up with the idea behind the Rag & Bone spring/summer 2011 ad campaign, David Neville and Marcus Wainwright, the designers behind the brand, decided that models Lily Aldridge, Abbey Lee Kershaw, Sasha Pivovarova and Edita Vilkeviciute all should take pictures of themselves, or get friends to do it. These photos were then made into posters, with tags with the Rag & Bone website at the bottom that one can rip off. At the website you are told to come back on February 7th, when they will be revealing more. According to style.com, this will entail more photos and the models' own playlists and recipes, and more. Customers will also be able to post their Rag & Bone outfits.
After Rag & Bone recently launched this ad campaign, I have read a lot of mixed opinions about it. Some hate it, saying that it looks cheap and that it doesn't give the brand any justice. Others love it, claiming that it is original and more accessible. And I am one of those who love it. Rag & Bone is a brand which aims at girls who are relaxed and easygoing. They are more about the everyday look instead of glamorous and classic designs. Therefore, creating this kind of campaign is genius. The Rag & Bone customers look up to women such as Abbey Lee Kershaw and Lily Aldridge, and posting photos of them in their "own" settings and also providing details of their personal lives, is something I predict will be a huge hit.
What do you think about Rag & Bone's S/S '11 ad campaign?