Rag & Bone brings The DIY Project back with Hailey Baldwin and co.
Featuring an all-star line-up
First launched in 2011, Rag & Bone's The DIY Project featured Abby Lee Kershaw, Sasha Pivovarova and Lily Aldridge in a series of photographs taken by the women themselves. And now, the campaign is back this year with an all-star line-up of top talent.
Hailey Baldwin, Ashley Graham, Bella Hadid, Paris Jackson, Alek Wek and Yuka Mannami feature in this year's campaign — which will be released online tomorrow — and each woman was given the freedom to photograph themselves in whatever scenery and city they felt like, in pieces from the brand of their own choosing so as to showcase their individuality.
The idea, according to WWD, is that the campaign will inspire the brand's consumers to take images of themselves to share on social media using the hashtag #rbDIY. Speaking to the site, Marcus Wainright, the brand's Founder and Creative Director, said, "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." He added that the aim is to "democratise our content in a way that is both relatable and inclusive" whilst encouraging "current and future communities to become part of the story."