Fall/Winter 2012 Campaign

  • Womens Fall/Winter 2013 Campaign
  • Womens Fall/Winter 2013 Campaign
  • Womens Fall/Winter 2013 Campaign

Behind The Scenes Fall/Winter 2012

rag & bone introduces their first advertising campaign for Fall/Winter 2012. Photographed by Craig McDean, the campaign captures Kate Moss at her most candid on the deserted streets of Kentish Town, North London.

The concept was to create stripped-back images featuring Moss caught in a moment.

"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," says Marcus Wainwright. "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."

The resulting images reflect rag & bone's ethos of keeping things real.

"It felt fitting to shoot our first collection campaign in London, especially as we have just opened a store there," says Neville. "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."

"Kate's got this effortless quality about her—in her personal style and her attitude—and that really translates. There's a sense that you're seeing her true self, especially in the shot where she is spontaneously smiling," adds Wainwright.


Sign up to receive the latest updates on new collections,
exclusive promotions and rag & bone news

Please don't ask again