Rag & Bone serial 'Photo Project' breaks with traditional seasonal campaigns

The ready-to-wear label is launching a serial photo-based advertising project that breaks with fashion's traditional pattern of campaigns. Rag & Bone will now be releasing a series of photos several times a year, showcasing the clothing and accessories consumers will see arriving in stores.

Małgosia Bela is the first model to star in the Rag & Bone "Photo Project." ©Glen Luchford for Rag & Bone

A revolution is well and truly underway in the world of fashion. With some ready-to-wear brands starting to shun the traditional show calendar to get their collections on sale soon after they preview, ad campaigns are too being transformed to meet the industry's new demands.

The latest brand to shake up fashion's established annual program is Rag & Bone, which is changing its approach to advertising by abandoning traditional seasonal campaigns based on a twice-yearly schedule. These have been replaced by the label's recently announced "Photo Project," which sees several sets of promotional shots released throughout the year to coincide with the arrival of new collections in stores.

Rag & Bone signed up British fashion photographer Glen Luchford to shoot "Photo Project," which will star a series of different models representing the brand's diversity and spirit.

Polish model Malgosia Bela is the first face picked to star in the project, modelling a selection of pieces from the spring/summer 2016 collection. American model Binx Walton will take over for the next series of shots coming in March.

Changes are certainly afoot in the fashion world. Tom Ford and Burberry have already announced changes to their show schedules to focus more on consumers, getting their collections on sale immediately after shows so buyers no longer have to wait six months to get their hands on previewed pieces.

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