Rag & Bone recently launched its fall 2012 DIY project, an initiative started in 2011 as a way to spice up the traditional photo-shoot. Models like Miranda Kerr, Lily Aldridge, Karonlina Kurkova, Candice Swanepoel, Carolyn Murphy, Mina Shin and this season’s Liu Wen and Jourdan Dunn were given digital cameras and bags of clothes and told to interpret Rag & Bone’s garments in their own ways as a means of producing the images.

The brand’s co-founder David Neville said: “It’s been such a brilliant experience to see how people have responded to the project. We think it’s cool to show the girls in this light – it’s stripped back and it’s all about personal style and attitude which Rag & Bone really believes in. We are delighted to start the campaign this fall with Liu. She’s naturally beautiful and unaffected. She’s done several of our shows and she’s got this great energy to her – she’s always happy and smiling.”