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Kate Moss wants to reinvent herself as a wellness icon

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(London) British model Kate Moss launched a cosmetics and accessories site, Cosmoss, on Thursday, attempting to reinvent herself as a muse of well-being at 48 and joining a series of celebrities who have built e-commerce empires.

The site sees this fashion icon, known for her love of parties and her relationships with American actor Johnny Depp or English rock musicians like Pete Doherty and Jamie Hince, advocating a lifestyle focused on “cosmic” nature.

It sells CBD and collagen beauty serums at 105 pounds (about $160), teas (20 pounds, or $20) and “sacred” scent mists (120 pounds, or $182) that want to “balance the body and soul with the natural environment and circadian cycles”.

Although she still smokes, she repeats in her 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 told the show BBC Desert Island Discs.

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 effigy of stars.

The model, nicknamed the “waif” (“the miserable little child”) in her early days because of her slim figure, was one of the embodiments of a trend for very skinny bodies in fashion, dubbed ” chic heroin during the 90s 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 net worth is estimated at $1 billion per Forbesthat of Kylie Jenner at around 600 million.

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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