Rag & Bone Fall Winter 2012 Ad Campaign

UPDATED SEPTEMBER 25th 2012: Added eight new Rag & Bone Jeans campaign featuring Liu Wen, photographed by herself. Images via TFS.

David Neville and Marcus Wainwright of Rag & Bone (both are Londoners), taps British supermodel Kate Moss for their brand’s first print ad campaign, photographed naturally yet amazingly good by fellow British born, Craig McDean.

Click the links to view past campaign images of Rag & Bone: Spring Summer 2012, Fall Winter 2011 and Spring Summer 2011.

Images via TFS.

Rag & Bone Spring Summer 2011 Ad Campaign

Here’s the quote from Fashionologie :

Instead of hiring a professional photographer to shoot their ad campaign, Marcus Wainwright and David Neville handed Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova, and Lily Aldridge a digital camera and asked them to take pictures of themselves in Rag & Bone clothes — with full creative freedom. “We have always been very inspired by the girls who do the show,” said Wainwright. “Rather than do what every other brand does and have a high-end photographer take very polished shots, we thought, ‘Let’s flip it on its head to get the girls to take over.’ We wanted it to be very real.”