Supermodel Kate Moss wants to reinvent herself as a wellness icon

The fashion icon wants to promote a “cosmic” nature-oriented lifestyle.

The British supermodel Kate Moss launches a cosmetics and accessories site, Cosmoss, on Thursday, attempting at 48 to reinvent itself as a muse of well-being and joining a series of celebrities who have built e-commerce empires.

The site sees this fashion icon, known for her taste for parties and her relationship with the American actor Johnny Depp or English rock musicians like Pete Doherty and Jamie Hince, championing a “cosmic” nature-based lifestyle.

They sell beauty serums with CBD and collagen at 105 pounds (about 120 euros), teas (20 pounds) and “sacred” perfume mists (120 pounds) that want to “balance the body and the soul with the natural environment and circadian cycles”.

Even if she still smokes, she repeats at length of interviews that she no longer drinks and that her youthful escapades are behind her. “I like to dance (…) but I don’t like not being in control of myself anymore,” she said on the BBC show Desert Island Discs.

“Chic Heroin”

For Eric Briones, author of Luxury and digitalwhich was released in October by Dunod, “beauty and well-being will be the new vectors of growth for luxury”, hence the proliferation of lines or e-commerce sites bearing the likeness of stars.

The model, nicknamed in her early days the “waif” (“the miserable little child”) because of her slim figure, was one of the embodiments of a trend for very skinny bodies in fashion, dubbed “heroin chic”. , during the 1990s and early 2000s.

She turned the page on the era of sculptural “supermodels” like Cindy Crawford or Naomi Campbell, before the emergence of more buxom beauty canons with, for example, reality TV star Kim Kardashian.

The latter has preceded her, like her sister Kylie, by launching brands that generate hundreds of millions of dollars. Kim Kardashian’s fortune is estimated at one billion dollars by Forbes, that of Kylie Jenner at around 600 million.

Podiums and photo studios

Other stars of song (Selena Gomez, Rihanna, Lady Gaga) or cinema (Jessica Alba, Gwyneth Paltrow) have also created empires in e-commerce or cosmetics.

Kate Moss has distinguished herself outside of the catwalks and photo studios through collaborations with the low-cost fashion brand TopShop, victim of the pandemic and bought by the Asos group.

In 2016, she also launched her artistic agency, Kate Moss Agency (KMA), of which one of the main recruits is her daughter Lila Moss, who has also become a model, alongside other children of stars such as Ella Richards (granddaughter of Keith) or artists like musician Rita Ora.

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