THE DIY PROJECT
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 only difference was that they took the shot themselves, or posed for pals in their livings, showers or on vacation. In a collaboration with Laird & Partners, Marcus Wainwright and David Neville dreamed up the D.I.Y. project as a way to promote their newly launched e-commerce site. Instead of phone numbers or other contact info, the ads simply have their web address to tear away from the bottom of the flyer. “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.