It's a big day for rag & bone! The brand debuted its first-ever advertising campaign, which features Kate Moss photographed by Craig McDean on the deserted streets of North London. Elsewhere in the city (Chelsea, specifically), David Neville and Marcus Wainwright will open the doors to their first European store tomorrow. The space will be used for rag & bone's presentation during London Fashion Week, following its runway show in New York on September 7. See both of Kate's ads, plus Bette Franke for J.Mendel, Stella Tennant for Vivienne Westwood, and Ewan McGregor for Belstaff, in our comprehensive fall 2012 ads slideshow.