FACE FORWARD: Kate Moss will front Kérastase’s new Couture Styling line, which is due out in mid-May in French salons. It is the first time the L’Oréal-owned professional hair-care brand has had an international face.

Moss was the obvious choice, according to Françoise Lehmann, worldwide general manager of Kérastase, who described the products in the 11-unit collection as being about style and liberty of movement.

This story first appeared in the February 21, 2013 issue of WWD. Subscribe Today.

“Who better than she can incarnate at once style, modernity that’s the most absolute, the most aspirational and at the same time the refusal of dictates, the refusal of codes and the refusal of constraints?” Lehmann asked.

Moss was photographed by Sølve Sundsbø for the Kérastase images that will appear in salons and in print advertisements, primarily in single-page formats. 

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