FIRST LOOK: Kate Moss for Rag & Bone

Supermodel Kate Moss appears in the first ever advertising campaign for US label Rag & Bone

US label Rag & Bone has released its first ever advertising campaign, bagging an A-lister to star as its debut poster girl: Kate Moss.

The British supermodel was shot by photographer Craig McDean walking the deserted streets of Kentish Town in North London in the autumn/winter 2012 ads for the New York-based brand.

In one shot Kate can be seen leaning against a post wearing a pair of black shorts and a slouchy white tee underneath a black, leather-trimmed coat. In another, the style icon is all smiles as she crosses a road wearing a feathered and floral print jacket.

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David Neville and Marcus Wainwright, the founders of the brand, said that they wanted to create a 'stripped-back' look in the images with Kate 'caught in a moment'.

Marcus Wainwright said in a statement: 'We worked with two industry icons – Kate and Craig – and asked them to shoot outside their usual working environments to create these almost raw, unique images. 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.'

But why choose London for the campaign, when the brand is so quintessentially American? Well, the adverts have been released to coincide with the brand's first European flagship store opening on London's plush Sloane Square today.

David Neville explains: 'It felt fitting to shoot our first ever campaign in London, especially as we are opening a store there. Although we are essentially a New York brand, our English roots have always influenced our aesthetic and casting Kate Moss was another nod to our heritage.'

As well as the British-themed ads and the flagship shop, the UK-born design duo – who founded the label in 2002 – will also present their spring/summer 2013 collection to buyers and press in the new Chelsea store during London Fashion Week in September, on top of their on-schedule show in New York.

What do you think of Kate Moss in the ads? Do you like them? Do you not? Tell us in the comments box below...

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