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Rag & bone has tapped none other than Kate Moss for the brand's very first ad campaign, and Kate even cracks a rare smile for the occasion. Craig McDean photographed the campaign, which was shot "on a derelict London street—Kate with minimal makeup, and Craig with a handheld camera and natural light," rag & bone founder Marcus Wainright told WWD. Head to our Campaign Trail pinboard to see that and the rest of the fall ad images as they come out—we're updating daily. [Racked/Pinterest]