rag & bone introduces their first advertising campaign for Fall/Winter 2012. Photographed by Craig McDean, the campaign captures Kate Moss at her most candid on the deserted streets of Kentish Town, North London. The concept was to create stripped-back images featuring Moss caught in a moment. "We worked with two industry icons; Kate and Craig and asked them to shoot outside of their usual working environments," says Marcus Wainwright. "It wasn't in a studio; it was just them on a derelict London street—Kate with minimal make-up and Craig with a hand-held camera and natural light." The resulting images reflect rag & bone's ethos of keeping things real. "It felt fitting to shoot our first collection campaign in London, especially as we have just opened a store there," says Neville. "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."