Rag & Bone Wage Guerilla Marketing War in Downtown New York
Designers Marcus Wainwright and David Neville attend the Barneys New York celebration of Fashion's Night Out at Barneys New York on September 10, 2010 in New York City. (Getty Images)more pics » Rag & Bone DIY project
Rag & Bone is plastering lower Manhattan—literally. Designers Marcus Wainwright and David Neville concieved of a guerilla marketing campaign to put up more than 1,000 posters of models wearing their clothes in downtown.
The ads, which span from 14th street on, can be found on sign posts, delis and construction sites. Even the photography for the campaign was done guerilla style: Models Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova and Lily Aldridge were handed digital cameras and given total creative freedom. The photos include shots of Sasha sans makeup at a gas station and Abbey shaving her legs in a bathroom.
The campaign has an online feature to it, where editors, bloggers and staffers of the brand were asked to submit photos to be featured in a gallery. Also, you can win a chance to attend the Rag & Bone fall 2011 fashion show in New York by downloading the posters, putting them up in your city and sending in the picture. For more details, check out the campaign at rag-bone.com/DIY_project.html.
Check out Rag & Bone's spring 2011 runway show here: