Considering this is their first ever ad campaign, Rag & Bone do not mess around. The cool brand turned to the super cool Kate Moss to take on the role of being the face of the AW12 collection, shot by Craig McDean in London’s Kentish Town on a handheld camera. The model sports her usual minimal make-up look, casually walking the London streets wearing pieces of the collection. Although we say this quite repeatedly about Moss, she really does look effortless in this campaign and totally embodies what their pieces stand for.

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