marcus wainwright & david neville of rag & bone clothing gave full creative freedom and digital cameras to abbey lee kershaw, edita vilkeviciute, sasha pivovarova & lily aldridge & asked them to photograph themselves in rag & bone clothing. "we have always been inspired by the girls who do the show," said wainwright. "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 two have plastered 1,000 posters around new york with the images and hope to lure people to their new e-commerce site. they have also enlisted elettra wiedemann, details magazine's eugene tong, marie claire's taylor tomasi hill, v's jay massacret, julia frakes of bunny bisous, & sean sullivan of the impossible cool to submit their own images for the site. "it's about real people and real clothes, clothes that we want people to wear and feel good in," said neville.