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First Look: Kate Moss for Rag & Bone

When Kate Moss slips into a pair of jeans, the world notices. And that's exactly why the supermodel's fellow British fashion talents, Marcus Wainwright and David Neville of Rag & Bone, tapped the icon for their first-ever advertising campaign. Shot by Craig McDean in Kentish Town, North London, Rag & Bone's debut ads are a cool change of pace from last year's DIY marketing move, which featured the denim-centric label's favorite models snapping themselves in the designers' wares.

“It felt fitting to shoot our first ever collection campaign in London, especially as we are opening a store there this month,” said Neville in this morning's press release. “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.”

As for that new London boutique—Rag & Bone's very first European flagship—it's located at 13-14 Sloane Square, spans 5,000 square feet and officially opens its doors tomorrow. Featuring a custom-made cast iron staircase and an old school Chesterfield couch, it's just the place for the British CFDA-winning duo to showcase their collection. We can't promise you'll look just like Kate the Great in those cult-forming Newbury booties and leather-trimmed blazers, but it's certainly worth trying.

Photos courtesy of Rag & Bone.

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