Rag & Bone launches its DIY project

How many people does it take to shoot a campaign? Even if you’ve never been on a fashion set, you can probably visualize the cast, crew and equipment involved, and the array of stylists, photographers, makeup artists and assistants it takes to make those pictures look perfect. But this season, Rag & Bone has taken a decidedly more lo-fi approach – choosing a handful of its favorite women, arming them with nothing more than a bag full of clothes and a camera, and sending them off to photograph themselves however the mood takes them.

This is the label’s DIY Project – if that sounds familiar, it’s because it’s not the first time that Rag & Bone has undertaken it. First launched in 2011, to date an impressive group of effortlessly beautiful and irresistibly cool actresses and models have snapped themselves on vacation and at home, with minimal fuss. This season, the lineup includes Hailey Baldwin, Ashley Graham and Lily Aldridge; we defy you to scroll through the pictures and not want to look just like each one of them, with their perfectly mussed hair, dewy skin and understated style.

The low-key cool of the campaign’s mood neatly fits with the aesthetic of the label itself – Rag & Bone has its foundations in the masculine lines of traditional British tailoring, thanks to the London roots of co-founder and CEO Marcus Wainwright. Ever since its creation in New York back in 2002, the label has cleverly combined that heritage with the downtown-cool of its home. Its appeal hinges on elevated basics; right now, that means simple cotton tees and relaxed jeans infused with a model-off-duty insouciance, pieces designed to fit seamlessly into your closet and worn in line with your own sartorial inclinations. And it’s that versatility and enduring ease that’s made the label a firm favorite with everyone from Kate Bosworth to Emma Roberts.

“The DIY Project was designed to focus on individuality and authenticity, two elements that have always been at the core of Rag & Bone,” says Wainwright. “It’s awesome to see such a fascinating group of people translate personal style in their own way.” Ready to stock up? Over to you.