See Kate Moss in Rag & Bone's Campaign and its New London Shop

Rag & Bone has two firsts today: Images have just been released of Kate Moss starring in the brand's premiere ad campaign, and it's opening the doors to its new London boutique tomorrow. To top it off, as previously reported, the new space will also host the label's first Fashion Week presentation this September.

The ads, shot by Craig McDean, capture Moss candidly in North London. This stripped-down view of the model shows her in a very real moment.


"We worked with two industry icons; Kate and Craig and asked them to shoot outside of their usual working environments to create these almost raw, unique images," said Marcus Wainwright, managing partner at Rag & Bone in a press release. "It wasn’t in a studio; it was just them on a derelict London street—Kate with minimal make-up and Craig with a hand-held camera and natural light."


Shooting the campaign in the U.K. gives a nod to the label's London invasion. "Rag & Bone is essentially a New York brand but our collections have always been influenced by our British roots, so it made total sense for us to open our first European flagship store in our hometown," explained David Neville, managing partner of Rag & Bone, in a press release.

The space is located in Sloan Square and has a custom-forged cast iron staircase, a traditional Chesterfield couch, and the brand's signature exposed brick and brass fixtures. The ground floor carries men's and women's threads, while the lower level is devoted to denim and accessories. Check it out if you're in town for the 2012 Olympic Games.