Now as much as I love a Miesel or Testino-shot campaign, sometimes something a little different is required and edgy New York label Rag & Bone have done just that.
British designers Marcus Wainwright and David Neville decided to shun all-star photographers, instead getting the models themselves (albeit girls of the moment -Sasha Pivovarova, Abbey Lee Kershaw, Edita Vilkeviciute and Lily Aldridge) to take the pictures with a digital camera- and the result? Fantastic!
Apparently they also want people to print off the shots and stick them around your neighbourhood!
See more here!