Rag & Bone Casts Kate Moss in First Ad Campaign

Rag Bone Kate Moss
Photo courtesy of Rag & Bone

One good Brit deserves another!

As such, who better than Kate Moss to front the first official ad campaign for Rag & Bone as it readies the launch of its first international boutique, which just so happens to be located in London, hometown of designers Marcus Wainwright and David Neville?

Though the London digs, which open tomorrow (July 25th), will be located at 13-14 Sloane Square in ultra-posh Chelsea, photographer Craig McDean took Moss to North London's Kentish Town neighborhood for the brand's gritty campaign images in an effort to "keep things real."

Casting the Croydon-born supermodel, who sports tousled locks, a leather-trimmed jacket, white tee, shorts, and fishnets in the shoot, also allowed them to "keep things British."

"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," Neville tells Women's Wear Daily.

“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,” adds Wainwright.

The brand had previously launched DIY campaigns which ranged from street posters featuring top models to photo diaries from the likes of Miranda Kerr, Karolina Kurkova, and Carolyn Murphy. Moss's Fall 2012 ads, meanwhile, will go the more formal route, breaking in the September issues of numerous international magazines.

Welcome to the big time, boys!

Rag Bone Kate Moss

Photo courtesy of Rag & Bone