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"   Photo: Rag &amp;amp;amp; Bone  What do you do when you&amp;#039;re everyone&amp;#039;s favorite brand? When models routinely change out of their runway clothes and into your jeans and leather jackets and editors talk about you like you&amp;#039;re their easy-to-lean-on-best-friend? If you&amp;#039;re as savvy as Marcus Wainwright and David Neville, you hand those models\u2014Sasha Pivovarova, digital cameras. You tell them, &amp;quot;Hey! You wear Rag &amp;amp;amp; Bone everyday, and you&amp;#039;re drop dead gorgeous, so can you just take a picture of you going about your everyday life?&amp;quot; They say yes, so you take their snapshots and plaster them all over Manhattan. You don&amp;#039;t really need an ad campaign, but you are about to open a fourth store on the island, and you&amp;#039;re determined to grow internationally this year, so a little bit of geurilla marketing can&amp;#039;t hurt. Sure enough, everyone talks about it, and business just keeps on booming. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.elle.com/fashion/news/a5661/rag-bone-recruit-their-beautiful-friends-14009/?click=smart&kw=ist&src=smart&mag=ELM&link=-SMT-ELM>