In lieu of a seasonal ad campaign, Rag & Bone is targeting its message to reach consumers exactly when products hit the stores. It has unveiled a serial Photo Project, which will be offered six times throughout the year. The first release will be today, and images will be revealed to coincide with the in-store arrival of the featured clothing and accessories.
The Photo Project was shot by Glen Luchford and will spotlight a series of women who represent the diversity of the brand.
Model Malgosia Bela is the first muse to be featured, and is photographed wearing clothing from Rag & Bone’s spring collection that’s available in stores and online this month. Binx Walton, a Rag & Bone runway regular, will follow next month and wear pieces available in that delivery.
“Mobile and digital have had a massive impact on how the world sees fashion,” said Marcus Wainwright, co-chief executive officer of Rag & Bone. “Everyone is consuming fashion on their phones these days. We are constantly challenging the paradigm we play in — from campaigns to the way we approach collections and overall the way we communicate with our consumers.”
David Neville, co-ceo, added, “The immediacy and transparency that digital has brought to the fashion world is making us rethink how we communicate. We still need to create images that inspire, but they also need to be relevant and resonate with [the consumer’s] mind-set at the moment.”
The images will run across all of Rag & Bone’s channels and platforms, as well as social media and a digital newsletter. The company will also be doing a print and digital buy throughout the year. The firm declined to reveal the budget for Photo Project.