Rag & Bone: DIY Beautiful.

I've always been a firm believer that minimal is more beautiful, like the old saying, less is more. This is the concept that New York label Rag and Bone have captured for their latest campaign titled D.I.Y Project. With no stylist, no hair and make up and no lightening, it's 'just a girl, her camera and her favourite Rag and Bone.' 

Rag and Bone supplied each girl with a bag of their clothes, a digital camera and four little words 'do as you please.' The results... minimal perfection. These images indulge into the intimate, unique personalities of each beauty showing their true natural beauty minus the staged production. The brand wanted to represent a 'cool,' downtown New York girl and show how each model puts clothes together in her own personal way. Possessing your own sense of style is what the whole campaign aims to capture. 

Models including Sasha Pivovarova, Abby Lee Kershaw, Lily Aldridge, Miranda Kerr and Karolina Kurkova got to explore their inner photography skills creating raw, unprocessed images. Most models chose to take their images at the beach encapsulating the natural environment, which the whole concept is about. These intimate photos reflect fun, distinctive personalities across different points of the world and capture each moment in time. The thing I love most about this campaign is it proves that you don't need all the make up, styling, hair and photographers to look amazing, we are all beautiful in our own unique ways. Ultimately, beauty comes from the inside, the confident glow that you radiate when you're comfortable in your own skin and this is exactly what is expressed in each of these photos.