MARRAKECH, Morocco — A fashion chameleon for two decades, Kate Moss is now attempting perhaps her most audacious transformation to date — from model to mogul.
This fall, the 33-year-old style icon-turned-fashion designer will add Kate, her first fragrance — created with Coty Beauty, a division of Coty Inc. — to her burgeoning business interests.
The scent follows her much-vaunted apparel collection with Topshop, which bowed in May, and she's also rumored to be collaborating with hairstylist friend James Brown on a hair care line.
"It's something I've thought of doing for a long time, but it just never felt right," said Moss of her debut as a perfumer, adding she decided finally to work on her own scent after sitting down with Coty executives. "It felt natural to take the step."
The fragrance, which industry sources estimate will generate sales of $50 million in its first year and $75 million in year two, is perhaps odiferous confirmation that Moss' presence is as pertinent in the boardroom as on advertising storyboards. "I'd like to be a successful businesswoman for sure," she said during an interview here in June. "I like to know how many units are sold — it's a learning curve, but it's something I'm loving. I like that part [of the process], I'm sponging it all up."
Whereas some of her supermodel contemporaries, such as Naomi Campbell and Cindy Crawford, have already entered the branded fragrance arena, Coty executives see points of difference with Moss' effort.
"It's targeted for the prestige market," said Steve Mormoris, senior vice president of global marketing for Coty Beauty. "It comes with the weight of Kate Moss' association with other luxury brands. That makes her different."
Something that also sets Moss apart is her ability to remain the toast of the fickle fashion set and a household name for almost 20 years. At once the quirky girl next door and glamour goddess, her career's longevity is rare in an industry that prizes youth and novelty. "When I work with a photographer or with hair and makeup, I always want to do something that's not been done before, so I don't get bored and people don't get bored of seeing my pictures," Moss said, explaining her appeal.
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