rag & bone reintroduces The DIY Project with the announcement of Hailey Baldwin as the first participant in the new series of images, which will be continuously live throughout the year.The rag & bone DIY Project was first created in Spring 2011 in an effort to flip the traditional photo shoot on its head. An ongoing creative initiative, for which each subject was given a camera, a bag of clothes – all with the same remit – to interpret rag & bone in their own individual way. The new series, which rag & bone is pleased to announce, will feature an eclectic cast of talent including Hailey Baldwin, Ashley Graham, Alek Wek, Paris Jackson and Yuka Mannami, to name a few.
“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
In keeping with rag & bone’s approach to content creation, the brand handed all creative control to each participant; the result of which is a body of images that are shot in a variety of formats and locations around the world, each with a unique identity. To further amplify the launch, the brand plans to build a focus around #rbDIY, a social-first approach to engage with digital audiences through user generated content. Fans and followers will be encouraged to create their own rag & bone DIY images using #rbDIY.
Wainwright continues, “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.”