I don’t know about you, but I am so sick of all the photoshop drama! I mean really, who cares if Gigi Hadid has freckles on her stomach or not?? It’s not as if it makes her any less drop dead gorgeous. Thankfully Rag & Bone has heard and answered my prayers with the relaunch of their refreshing and retouch-free D.I.Y project.
Rag & Bone introduced the initiative in SS 2011 which turned the traditional, high production photoshoot on its head by handing each girl a camera, a bag of clothes, and the freedom to wear the clothes however they wanted and to interpret what Rag & Bone meant to them. Since the start of the project, Emily Ratajkowski, Karolina Kurkova, Lily Aldridge, Liu Wen, Miranda Kerr, and many other inspiring women have been featured.
The campaign highlights the authenticity of each girl through the absence of lighting, hair and makeup teams. Because everyone is unique, the D.I.Y project shouts diversity from the rooftops as it features a wide range of different girls from different backgrounds and different body types in different locations all around the world through the lenses of a variety of cameras. This Spring/Summer, Rag & Bone has passed the torch (read: camera) to Ashely Graham, Hailey Baldwin, among many others.
Each campaign is so unique as this new approach allows each girl’s personality to shine through; however, a commonality across the board is the overwhelming girl power that exudes each image and video. So join the #rbDIY revolution—pull out your favorite Rag & Bone piece and channel your inner photographer!