The launch of Kate Moss' campaign for Rag & Bone this week coincides with the opening of the brand's first London store.
The new Sloane Square dwelling represents something of a homecoming for the label, as its designers David Neville and Marcus Wainwright are both Londoners.
As for the campaign - who better to represent London's irreverent style than La Moss?
The simple shots, taken on a hand-held camera, see Kate walking down a Kentish Town road in Autumn Winter's edgy tailoring, styled with minimal make-up and tousled locks. Nonchalant but stunning as ever.
By Hayley Spencer