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RAG & BONE and Creative Director PETER MILES rounds out their 2016 Women’s Serial Photo Project with Mariacarla Boscono


rag & bone’s new Women’s Photo Project gets a great addition to its latest series, featuring Mariacarla Boscono. The entire project has a total of six girls referred to by the brand as “muses”, including Freja Beha Erichsen, Abbey Lee Kershaw, Camille Rowe, Binx Walton Malgosia Bela, and Mariacarla Boscono making the sixth, signaling the end of the year long serial project. 

Boscono is photographed by Glen Luchford, who brings a very raw, unconventional approach to the campaign. The photos have a very real, aspect to them, it feels as though we have just walked in on Boscono, lounging in her own home. It doesn’t feel like Boscono is posing for the camera, it feels like the camera is trying to capture her as she moves, a nice change from the aggressive, perfectly captured fashion poses we see in so many other ad campaigns.

The shoot is also accompanied by a black and white short film, featuring her in different pieces, timed to launch in tandem with the arrival of the HYPS17 collection. Through the photographs of the campaign and especially the black and white video, one could argue that there is another motive behind this project, besides just selling clothes. 

It feels as though, with this campaign, rag & bone’s main focus is not the clothes featured in it, as much as the aesthetic and the lifestyle that they are trying to convey. They are showing us, we can live in these clothes. The edgy and carefree brand shows off their collection in this campaign, but perhaps most importantly they show us that there is a livability to their apparel, for all who wear it.


Art Direction | Peter Miles
Photographer | Glen Luchford
Model | Mariacarla Boscono