Here’s our first look at Kate Moss for Rag & Bone’s first ad campaign as photographed by Craig McDean in Kentish Town, North London to celebrate the opening of their first London store shared David Neville and Marcus Wainwright with 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,” said Neville.
Wainwright added that it was the right time to cross the Atlantic: “At first we needed to focus on New York, and in the meantime we opened up wholesale distribution in London. Now we need to do the international business justice, and it feels like the right time to come home.”
The ad campaign, shot in both color and black and white, has a gritty feel. The concept, the partners said, was to create stripped-back images featuring Moss caught in a moment:
“It wasn’t in a studio; it was just them on a derelict London street — Kate with minimal makeup, and Craig with a handheld camera and natural light,” said Wainwright, adding that the images reflect the brand’s ethos of “keeping things real.”
“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.
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Category: Ad Campaigns