Rag & Bone taps Kate Moss, goes to London for first print campaign
Posted by on July 24, 2012 | 11:00 am EST

 Kate Moss for Rag & Bone Fall 2012

For Rag & Bone’s first advertising campaign, designers Marcus Wainwright and David Neville knew better than to roll out the big bucks for an extravagant studio or an outlandish theme. Instead, the London-born Wainwright and Neville stayed true to their British aesthetics and tapped supermodel Kate Moss to star in the minimally styled, nitty-gritty campaign for fall season.

The simple and straightforward campaign was photographed by Craig McDean on an empty street in North London. Using only a handheld camera and natural light, McDean snapped away as Moss effortlessly exuded the cool-girl persona of the Rag & Bone woman. Dressed in a leather-trimmed jacket, shorts and a white shirt, Moss leans on a post with perfectly tousled hair. In another image, Moss is all smiles as she appears to be crossing the street clad in in a sensational furry gilet.

Kate Moss for Rag & Bone Fall 2012

Being a quintessential street-style extraordinaire herself, Moss was perfect for the campaign for it almost looked like she was just photographed in her typical off-duty outfits. Speaking with Women’s Wear Daily, Neville explained the reason behind their chosen campaign star. “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,” said the designer.

Rag & Bone may be a New York-established label, but with two Londoners piloting its creative sails, this campaign debut is right up their alley. Although the label has previously worked with supermodels for their DIY projects, which included model-headed street posters and photo diaries, this is the label’s first time to actually hire a full-fledged photographer. While McDean did use a handheld camera, he still counts as one. Right? The said campaign will break in September issues of fashion glossies.

Meanwhile, the brand’s first European store located in Chelsea will opens its doors tomorrow, July 25.

Photos from Rag & Bone via Fashion Gone Rogue

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