Kate Moss will appear in Rag & Bone's first-ever ad campaign. The 38-year-old British model, photographed by Craig McDean on the streets of North London, rocks some of the hottest pieces from the label's fall 2012 collection.

Kate Moss proves once again that she still has it! After starring in the Salvatore Ferragamo fall/winter 2012 campaign and was featured in ads for denim brand Liu Jo, the 38-year-old model gets yet another important gig and will appear in Rag & Bone's first-ever ad campaign. Besides launching the ads, the British-born duo David Neville and Marcus Wainwright is also opening a store in London's Chelsea neighborhood.

For their Fall 2012 ad campaign, Rag & Bone choose the streets of North London, where photographer Craig McDean lensed Kate wearing some really hot pieces from the brand's fall 2012 collection.
"We worked with two industry icons; Kate and Craig and asked them to shoot outside of their usual working environments to create these almost raw, unique images," said Marcus Wainwright in a press release.

"It wasn’t in a studio; it was just them on a derelict London street — Kate with minimal make-up and Craig with a hand-held camera and natural light," he added.

The designers also explain why they have chosen London for the campaign. "Rag & Bone is essentially a New York brand but our collections have always been influenced by our British roots, so it made total sense for us to open our first European flagship store in our hometown," David Neville said.

In order to mark their arrival in the UK, the brand will present their spring/summer 2013 collection to buyers and select members of the press in their new Chelsea store during September's London Fashion Week. They will also present their on-schedule show in New York.

Kate Moss for Rag & Bone

Photos courtesy of Rag & Bone