Big plans lie ahead the American brand Rag & Bone. With the recent opening of their London store, the brand reveals its first print ad campaign starring the one and only Kate Moss. Photographed by Craig McDean, the shots are taken on the deserted streets of North London. The modest campaign features Kate in natural hair and makeup as she carelessly struts down the streets of London, just as anyone else. Also, the British shop will be used for Rag & Bone’s presentation during London Fashion Week after their usual show in New York.