Kate Moss is the new face of Reserved

Kate Moss has been tapped to be the face of new fashion label Reserved.

The Polish fashion brand tapped the supermodel to front its AW17 campaign ahead of the launch of its flagship London store on September 6 at 252 Oxford Street.

Lensed by fashion photographer Daniel Jackson, Moss chose to sport looks from the new collection itself over which she had full creative control. In one of the images in black and white, she is seen in her signature, mussed-up, rock 'n' roll aesthetic wearing a black PVC mini skirt and tee.

As for the prices, Reserved calls itself affordable with prices ranging from about 5 pounds for a t-shirt, to around 60 pounds for a coat. The brand will also offer clothes, shoes and accessories.

'The opening of Reserved Oxford Street is an important move for us. London is a fashion capital and having a presence in this prestigious location will be another step towards building global recognition of Reserved as a brand and LPP as a company,' co-founder and CEO Marek Piechocki said of the UK launch.

'It was important for us to portray the personal, private and authentic attitude of Kate in this imagery - this is what the Reserved brand embodies, both style and individuality,' added global marketing director of the brand, Monika Kaplan.

Prior to Moss, Reserved had tapped Georgia May Jagger for one of its previous campaigns. Over the next few weeks, the brand will release more campaign images of Moss, which is part of its strategy to put it into context for Londoners who look to Moss for fashion inspiration. The UK site will be open for business the same time as when the store opens on Oxford Street.

Reserved which was founded in 1999, already has 450+ stores across 18 countries. It is popular due to its trend-conscious, affordable collections that are refreshed on a daily basis. The label is part of the LPP Group, a European clothing conglomerate that has more than 1,700 stores located in 18 countries, mainly in central and eastern Europe.

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