Leave it to perpetually cool brand Rag & Bone to make a serious entrance across the pond. Not only are the British-bred designers David Neville and Marcus Wainwright a day away from cutting the ribbon on their first European store in London's Chelsea neighborhood, they're also getting ready to launch Rag & Bone's first-ever ad campaign — starring Kate Moss, no less. Dressed in dark leather wares, hot pants, and fishnet stockings, Kate effortlessly embodies both the Rag & Bone boys' English heritage and the no-frill ethos they have meticulously cultivated since the line's inception in 2002. Wainwright added, "It was just them on a derelict London street — Kate with minimal makeup and Craig [McDean, the photographer] with a handheld camera and natural light." While tomorrow's UK store opening is certainly higher up on the current celebration docket, the brand's long-awaited campaign is set to appear in the September issues of Vogue, Vanity Fair, The Paris Review, and more. Are you excited to see Rag & Bone's Fall ads?