Moss was shot by fashion photographer Craig McDean in North West London's Kentish Town for Rag & Bone's debut campaign, wearing pieces from the autumn/winter 2012 collection.
David Neville and Marcus Wainwright, founders of the brand, told WWD that concept behind the shoot "was to create stripped-back images featuring Moss caught in a moment" and to maintain their ethos of "keeping things real".
The second of Rag & Bone's new campaign images. Photo: Craig McDean
"It wasn't in a studio; it was just them on a derelict London street - Kate with minimal make-up, and Craig with a handheld camera and natural light," said Wainwright.
"Although we are essentially a New York brand, our English roots have always influenced our aesthetic, and casting Kate was another nod to our heritage," added Neville.
The New York-based brand will open the doors to their first European store on London's upmarket Sloane Square today.
IN PICTURES: Rag & Bone autumn/winter 2012
The label was founded by the British duo, both of whom hail from London, in 2002. Despite a lack of any formal design training, the pair have succeeded in building a CFDA-award winning brand that now operates six stores in New York City, as well as flagship stores in Boston, Washington D.C. and Tokyo, Japan.
In celebration of their arrival in the UK, the label will present their spring/summer 2013 collection to buyers and select members of the press in their new store during September's London Fashion Week. They will also show on schedule at New York Fashion, as usual.
Via: Kate Moss for Rag & Bone
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