Kate Moss fronts Rag & Bone’s first-ever ad campaign

Rag & Bone are due to launch their first European store in Sloane Street, London. To coincide with the store opening, David Neville and Marcus Wainwright have unveiled their first-ever advertising campaign which stars Kate Moss.

Shot by Craig McDean on the streets of Kentish Town, North London the campaign shows Kate wearing a pair of leather shorts, leather trench and white vest.

Speaking to WWD the pair discussed their plans and decision to come to London.

“We’d been looking for a store in London for quite a long time. We both grew up here, and the opportunity finally presented itself in the form of an old stone bank,” said Neville.

Wainwright added that it was the right time to cross the Atlantic: “At first we needed to focus on New York, and in the meantime we opened up wholesale distribution in London. Now we need to do the international business justice, and it feels like the right time to come home.”

The concept, the partners said, was to create stripped-back images featuring Moss caught in a moment:

“It wasn’t in a studio; it was just them on a derelict London street — Kate with minimal makeup, and Craig with a handheld camera and natural light,” said Wainwright, adding that the images reflect the brand’s ethos of “keeping things real.”

“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.

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