Kate Moss Rag & Bone ad campaign

The designers at Rag & Bone are gearing up 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. Photographed on the streets of Kentish Town, London the campaign was lensed by Craig McDean and shows Kate wearing a pair of leather shorts, leather trench and white vest.

"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

Speaking of the decision to open a store in London, Neville said: "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."

"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," added Wainwright.

Situated over two floors, the 4,000 square foot retail space stocks both men's and women's collections. In addition to the new store, Rag & Bone are also set to show at London Fashion Week for the first time. The designer duo will present their spring/summer 2012 collection on September 16 following a showing in New York.