From the official Rag & Bone Website:
"Download flyers on rag-bone.com and post them around your city! Then email an image of the poster(s) to DIY@rag-bone.com, where you'll be automatically entered to win tickets to the rag & bone Fall 2011 Fashion Show in New York. Two runners-up will receive a D.I.Y. Project poster signed by Edita, Lily, Abbey Lee and Sasha, as well as David Neville and Marcus Wainwright."
And By Kelly O'Reilly from NBC New York:
"Designers Marcus Wainwright and David Neville turned the tables by tasking the models to shoot themselves for the new ads, kicking off the company's newest push.
The designers explained their approach to WWD quite simply: “It’s about real people and real clothes, clothes that we want people to wear and feel good in."
To kick off the massive spring marketing campaign, more than 1,000 posters and fliers were plastered across buildings in downtown Manhattan, featuring self portraits of models Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova and Lily Aldridge, let loose in the city. Think casually styled rag & bone on fresh-faced and makeup-free tousled beauties as they frolic about on their hipster-ish hijinks.
On top of the fliers out in the field, the campaign continues online, with Elettra Wiedemann, Details editor Eugene Tong, Marie Claire editor Taylor Tomasi Hill, Jay Massacret of V magazine, Bunny Bisous blogger Julia Frakes and Sean Sullivan of The Impossible Cool contributing their own pictures online, alongside the brand's new e-commerce launch. "