11/07/2013 15:00 BST | Updated 22/05/2015 06:12 BST

Kate Moss Is Rag &Amp; Bone's First Ever Ad Campaign

Who better to star in Rag & Bone's first ever advertising campaign than the one and only Kate Moss?


The model was photographed by Craig McDean in North London, ahead of the New York-based brand's first European store opening in Chelsea's Sloane Square today, just in time for the Olympics this weekend. Good timing, or what?

Speaking about the new store, managing partner David Neville told WWD, "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".


Looks like Sloane Square just got a lot cooler.

Visit to find out more and see more of their campaign star Kate in her style evolution below: