Kate Moss, New Face of Rag and Bone and Gwen Stefani's Family Stress

Kate Moss has become the face of Rag & Bone. The supermodel appears in the first ever advertising campaign for the clothing company and is seen wearing pieces from the autumn/winter 2012 collection in the new images.

The campaign was shot by fashion photographer Craig McDean in Kentish Town, north west London, and the concept behind the shoot "was to create stripped-back images featuring Moss caught in a moment".

David Neville and Marcus Wainwright, founders of the brand, told WWD: "It wasn't in a studio; it was just them on a derelict London street - Kate with minimal make-up, and Craig with a handheld camera and natural light. Although we are essentially a New York brand, our English roots have always influenced our aesthetic, and casting Kate was another nod to our heritage."

The label is to open its first store in the UK and in celebration of their arrival, the label will present their spring/summer 2013 collection to buyers and select members of the press in their new store during September's London Fashion Week. They will also show on schedule at New York Fashion Week as usual.

The 42-year-old pop star, rock star and fashion designer raises sons Kingston, six, and Zuma, four, with her husband Gavin Rossdale and according to Sky News she admits it was hard to balance the needs of her kids and the band's reunion in 2008 but she kept at it because she wanted it to work so badly.

She said: "We were only able to get together three days a week and, because I had the kids, there was only a limited amount of time.

"I was exhausted by the time I got there, so it was a struggle trying to weigh and balance everything out with the kids. But it was that fight that made the record so great."

In an interview with the Daily Record newspaper, she revealed: "I went round the world with Kingston on my own and that was really hard. I was nursing him for 14 months so I would nurse, go on stage and wake up through the night and on the bus, and it was just like, 'What am I doing?' It was so hard."