Picture Gallery: Kate Moss is The New Face Of Rag & Bone!

If you thought Kate Moss’ supermodel career was in threat of flailing at 38-years-old, then you couldn’t be more wrong, as the fashion icon has just landed her first ever advertising campaign for Rag & Bone.

Moss looks younger than ever and in great shape in the shots taken by fashion photographer Craig McDean in North West London’s Kentish Town for Rag & Bone’s debut campaign, wearing pieces from the autumn/winter 2012 collection.

The founders of the designer brand, David Neville and Marcus Wainwright, told WWD that the idea behind the shoot "was to create stripped-back images featuring Moss caught in a moment" and to maintain their motto of "keeping things real".

Wainwright said: "It wasn't in a studio; it was just them on a derelict London street - Kate with minimal make-up, and Craig with a handheld camera and natural light.’’

"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," added Neville.

Excitingly, the New York based brand has opened the doors to its first European shop on London’s highly sought after Sloane Square today.

The label was founded by the British duo, who are both from London, and have succeeded in building a CFDA-award winning brand that has six stores in New York City, as well as flagship stores in Washington D.C, Boston and Tokyo, Japan.

Moss wears a fur waistcoat, leather shorts, a floral long sleeved top and some chic ankle boots in one shot, and a white vest top teamed with a two-toned leather jacket and shorts in another effortless snap, with her hair styled in her trademark tousled waves.

We know what shop we’re heading to on the weekend…

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