Terry Richardson thrust upon (admit it, you think this sentence is going to end badly) the fashion industry a style of raw photography that has been much aped since (not so bad after all). It was a style that didn’t so much show off a label’s quality as it did secure the labels who used it ‘cool kid’ credentials. Buy Terry, get street cred for free. Rag & Bone have done one better.
Aiming for a mix of viral and guerilla marketing, the label’s spring 2011 campaign ups the authenticity anti, opting to have their models both pose for the camera and be the photographer themselves. Hence girls by girls, and not just any girls either with Rag & Bone securing models Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova, and Lily Aldridge for the campaign.
Each of the pictures from the campaign forms a part of its larger, guerilla marketing objective. You’ll note that these are not mere branded pictures, but formatted as the sort of posters you find placed around university campuses and on public noticeboards. This is exactly how you’re likely to encounter the ads as they plaster the streets with them, and ask you to do the same.
But their ‘rip to get my details’ invitation to contact the likes of Abbey Lee and Edita is also where a part of the campaign falls short. Rip off the contact details and you have only a URL to go by with no actual contact details are provided. Naturally one doesn’t expect Abbey Lee’s actual contact details to be included, but I can’t help but feel that the campaign could have easily been taken up a notch by including a working e-mail address that allowed Rag & Bone to further communicate with those who encounter the ads (even if an auto responder simply directed you to where to buy the pieces of clothing each model is wearing).
You can see all of the adverts released by Rag & Bone for their spring / summer 2011 campaign by clicking on the thumbnails below.