Kate Moss has become the face of Rag & Bone.

The supermodel appears in the first ever advertising campaign for the clothing company and is seen wearing pieces from the autumn/winter 2012 collection in the new images.

The campaign was shot by fashion photographer Craig McDean in Kentish Town, north west London, and the concept behind the shoot ''was to create stripped-back images featuring Moss caught in a moment''.

David Neville and Marcus Wainwright, founders of the brand, told WWD: ''It wasn't in a studio; it was just them on a derelict London street - Kate with minimal make-up, and Craig with a handheld camera and natural light.

''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.''

The label is to open its first store in the UK and in Celebration of their arrival, the label will present their spring/summer 2013 collection to buyers and select members of the press in their new store during September's London Fashion Week. They will also show on schedule at New York Fashion Week as usual.