Karolina Kurkova in Rag & Bone’s DIY Ads

rag and bone campaign
Photo courtesy of Rag & Bone
Karolina Kurkova backs it up for Rag & Bone.

Creating a fashion campaign usually involves the services of numerous industry experts including designers, stylists, models, hair and makeup artists, photographers, and the list goes on.

But what would happen if it were all up to just one or two people?

It’s a concept Rag & Bone is toying with again in its latest ads, after debuting the DIY theme for Spring 2011.

The brand sent a group of top models—including Karolina Kurkova, Miranda Kerr, Arizona Muse, and more—a digital camera and a bag of clothes, and let the ladies do it themselves. The result? A much more personal take on the traditional ad campaign, showing the stunners in settings they choose and outfits they style. 

Kicking off the Fall 2011 DIY series is Kurkova’s Italian holiday, shot by Helena Christensen.

The Karolina by Karolina ads show the beauty laying in the sand, walking the streets of Italy, and flashing lots of skin, all while sporting (well, sort of) Rag & Bone.

Campaign images will be released every two to three weeks on, the label’s new Tumblr account, and its Facebook page, where you’ll be able to check out behind-the-scenes snapshots from all the photo shoots.

elle october covers

Photo courtesy of Rag & Bone

Talk about soaking in the sun...Kurkova washes up in Rag & Bone’s new ad campaign.

In related news, check out the Rag & Bone Fall 2011 collection.