Rag & Bone opens in London

The brand beloved for its tailored pieces and downtown New York vibe is designed by two Londoners. For co-founders David Neville and Marcus Wainwright, the London store represents something of a homecoming.

‘Rag & Bone is essentially a New York brand but our collections have always been influenced by our British roots, so it made total sense for us to open our first European flagship store in our hometown,’ Neville said in a statement.

The designers have underscored their commitment to London by shooting their first campaign in the city, with a model as associated with the city as a model could be—Kate Moss. In the images, Moss walks along a gritty Kentish Town street in pieces from the autumn winter 2012 collection.

‘It wasn't in a studio; it was just them on a derelict London street—Kate with minimal make-up, and Craig [McDean] with a handheld camera and natural light,’ Wainwright told WWD.

The new store is located in slightly tonier surroundings. The Sloane Square shop features a cast-iron staircase and modern utilitarian touches, like jeans displayed on pegs in an exposed brick walls. It’s the brand’s tenth store worldwide, following openings in New York, Boston, Washington DC and Tokyo, Japan.

‘London has always been a very exciting place in the fashion industry, now more so than ever,’ Neville said. ‘We also believe Rag & Bone’s aesthetic will really resonate with Londoners and hope this store is the first of many.’

In another move sure to show their London fan base some love, Neville and Wainwright recently said they will show Rag & Bone’s SS13 line with an exclusive presentation