Rag & Bone

Four Girls Wearing Rag & Bone

Art Direction / Graphic Design
 

In 2010, Studio At Large founder, Brynn Heminway, conceptualized and directed 4 Girls Wearing Rag & Bone, a guerrilla-style campaign that radically departed from traditional fashion marketing of the time. Long before ‘Influencer’ became a job title and selfies were second-nature, we put the creative tools directly in the hands of our talent. The campaign featured four top models — Abbey Lee Kershaw, Sasha Pivovarova, Lily Aldridge, and Edita Vilkeviciute — who were invited to document themselves wearing Rag & Bone however and wherever they pleased. No stylists. No artifice. Just their real lives, real style, and real personalities.

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The resulting imagery felt intimate and immediate, tapping into a growing cultural appetite for authenticity over gloss and an off-duty glamour that was virtually nonexistent in fashion campaigns at the time.

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Executed on a shoestring budget, the campaign’s spirit extended beyond the imagery to its scrappy, DIY distribution. Forgoing traditional media buys, a crew of interns and friends armed with staple guns, tape, and a rebel’s energy, wheat-pasted hundreds of 8.5x11 "pole notices" across NYC — flyers with grainy stills of the models in their own worlds, taped to lamp posts, construction sites, and street corners. 

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4 Girls Wearing Rag & Bone was a creative risk but a prescient move, foreshadowing the rise of user-generated content, model-as-muse branding, and the DIY aesthetic that now dominates the fashion landscape.