rag & bone on April 13 is reintroducing The DIY Project to once again showcase how global talents and friends of the brand wear rag & bone pieces all over the world.
The DIY Project, which first debuted in Spring 2011, gives each subject select rag & bone styles, a camera, and the freedom to capture the brand in their own way. Talents like Emily Ratajkowski, Lily Aldridge, Jourdan Dunn, Candice Swanepoel, Karolina Kurkova, Sasha Pivovarova, Abbey Lee Kershaw, and Miranda Kerr have taken part in the initiative and shot in locations such as New York City, London, New Zealand, Bora Bora and Jamaica, among others.
The relaunch of the initiative kicks off with Hailey Baldwin, who is seen in rag & bone staple pieces, and will be joined by Bella Hadid, Ashley Graham, Alek Wek, Yuka Mannami, Paris Jackson, and more. In addition, the initiative will take on a social-first approach with the hashtag #rbDIY to engage with digital audiences and encourage users to create their own images.
“The DIY Project was designed to focus on individuality and authenticity, two elements that have always been at the core of rag & bone. It’s awesome to see such a fascinating group of people translate personal style in their own way,” said Marcus Wainwright, rag & bone CEO, Founder & Creative Director.
“For DIY 2018, we are working with a great group of people but it doesn’t stop there; our aim is to democratize our content in a way that is both relatable and inclusive. As such, we encourage our current and future communities to become part of the story.”
This year is the undoubtedly the perfect time for the New York City-based label to relaunch the DIY project, given social media’s impact on content. All of the rag & bone DIY 2018 talents have ample experience creating content that is very engaging, which wasn’t necessarily a thing in 2011 when Facebook and Twitter were the most popular social media platforms. Not to mention, the quality of images have increased tremendously over 7 years, which we expect will result in images that could fit in a proper campaign.
The influencers are taking over rag & bone, beginning on April 13, and we foresee their fans following their lead.