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" Rag &amp;amp;amp; Bone is coming back to its British roots in more ways than one this season. The cool-girl favorite has recently opened its first European flagship store in London, the brand also announced it will show its collection again at London Fashion Week after New York and now Rag &amp;amp;amp; Bone has named that Croydon beauty Kate Moss as the face of its first ever ad campaign. David Neville, managing partner of Rag &amp;amp;amp; Bone, explains that the label is &amp;quot;essentially a New York brand but our collections have always been influenced by our British roots.&amp;quot; As far as Kate is concerned, who can argue that the ads, shot in North London by Craig McDean, resemble more of an organic street shot of her imitable style than an editorial. Marcus Wainwright, managing partner, explains, &amp;quot;It wasn&amp;#039;t [shot] in a studio; it was just them on a derelict London street \u2014 Kate with minimal make-up and Craig with a hand-held camera and natural light.&amp;quot; Whatever the direction, we&amp;#039;re lusting after that leather coat thanks to these shots, and isn&amp;#039;t that the point of it all?   "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.harpersbazaar.com/fashion/models/a8193/rag-and-bone-fall-2012-ads-kate-moss-072412/>