In a campaign that originated in early 2011, Rag & Bone designing duo David Neville and Marcus Wainwright have enlisted Jourdan Dunn and Liu Wen into their exclusive circle of natural supermodel beauties.
The Rag & Bone/JEAN campaign is a photographical showcase of candid documentary-like shots that aim to simultaneously promote the models natural beauty and the Rag & Bone jeans line. To strip down to the raw, this simplistic approach to advertising has proved a major success for the brand.
Aside from the newest heavyweight recruits for the FW12 revisit, Rag & Bone have seen supermodels Miranda Kerr, Karolina Kurkova, Abbey Lee Kershaw, Edita Vilkeviute, Sasha Pivovarova, and Lily Aldridge don their jeans in a multitude of city locations since its guerilla-style launch in Manhattan in the spring of 2011, where it debuted as their first ever editorial campaign for the brand.
Each revisit just consists of the model, her city and her camera – make-up free and with no lighting set-ups. The designers say that they simply just wanted to show the models “personal style and attitude which Rag & Bone really believes in.”
To see all of the model participants and their resulting images, please visit the Rag & Bone site: http://diy.rag-bone.com