Barely-there make-up, natural lighting and a handheld camera: Low-key Kate Moss dazzles in first ever Rag & Bone campaign

Barely-there make-up, natural lighting and a handheld camera: Low-key Kate Moss dazzles in first ever Rag & Bone campaign

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UPDATED:

16:02 GMT, 24 July 2012

Rag & Bone may have been born in New York, but with two Londoners behind it, the label has a distinctly British identity.

So it is fitting that Kate Moss has been cast as the star of its first-ever print campaign.

Letting
her supermodel status – and of course the clothes – make the statement,
the image was shot with little fanfare by top photographer Craig
McDean.

Rag & Bone has cast Kate Moss in its first-ever print campaign

Understated: Rag & Bone has cast Kate Moss in its first-ever print campaign. The supermodel was shot by photographer Craig McDean, who used a handheld camera and natural lighting

Rag & Bone has cast Kate Moss in its first-ever print campaign

Festival style: In a look that is not dissimilar from her off-duty uniform, the supermodel wears a simple white tank and leather shorts under a leather-trimmed coat

The 38-year-old is seen looking nonchalant in minimal make-up and mussed-up hair as she leans against a wall on a deserted street.

Looking every inch the Rag & Bone girl, and not dissimilar from her off-duty uniform, she wears a leather-trimmed coat from next season's collection with a white tank top and tailored leather shorts.

Design stars: Rag & Bone's David Neville (left) and Marcus Wainwright take a bow after their New York Fashion Week show in February

Design stars: Rag & Bone's David Neville (left) and Marcus Wainwright take a bow after their New York Fashion Week show in February

A second image shows her in a furry gilet over a floral shirt.

Designer David Neville says Ms Moss was the perfect choice for the campaign, which will appear in the September issues of titles including Vogue and Vanity Fair.

He told today's WWD: '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.'

His co-designer Marcus Wainwright added that the image reflects the label's 'keeping it real' approach.

'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,' he revealed.

It is not the first time Rag & Bone has joined forces with a high-profile model however.

Though the Kate Moss ad is the label's first print campaign, its DIY Project of last year, saw Victoria's Secret Angels Miranda Kerr and Lily Aldridge, among many others, snap their own shots for a series of ads that appeared in-store and online.

Mr Wainwright said at the time: 'We have always been very inspired by the girls who do the show. Rather than do what every other brand does and have a high-end photographer take very polished shots, we thought, “Let's flip it on its head to get the girls to take over.” We wanted it to be very real.'

The new Kate Moss campaign comes as Rag & Bone prepares to open a new 5,000sq ft London flagship.

Perfect timing: The Rag & Bone campaign was released as the label prepares to open its first London store

Perfect timing: The Rag & Bone campaign was released as the label prepares to open its first London store

The brand's first European outpost, it will join its six stores in New York, as well as Boston, Washington DC and Tokyo.

Explaining the label's decision to expand now, Mr Neville explained in a press release: 'London has always been a very exciting place in the fashion industry, now more so than ever and I think this is evidenced by the number of established U.S. labels opening flagship stores there.

'We also believe Rag & Bone’s aesthetic will really resonate with
Londoners and hope this store is the first of many.'

The new Rag & Bone London store at 13-14 Sloane Square opens tomorrow, July 25. For further details visit rag-bone.com