Kate's new ad campaign for her fragrance 'Kate' which tries to, in Kate's own words "encompass the elements of being feminine - a bit rock 'n' roll, a bit edgy, a bit light and a bit dark."
Titled simply 'Kate' and promised to be a 'Vintage English scent', things appear promising. Somehow I'm not convinced. Not only am I taken aback because of my forgetfulness that she was indeed selling her own fragrance, but also I am disappointed. Kate Moss, the Garbo of our time we all thought, 'She'd rather be alone'. Yet here she is wearing her cloak of 'corporate sell out', joining the ranks of Z Listers, such as Jade Goody, Jordan and that fallen A Lister, Britney. I was left baffled as to why this icon, would feel the need to make her name even more of a global brand, then it already is. This is the woman who so very famously, has never given a television interview or who appeared as though by magic, to the shock but yet excitement of onlookers for a bare few seconds on the window of the Topshop flagship store on the morning of her line's release. Her aloof and enchanting persona and her shunning of media attention, is what made Kate Moss.
Kate at the launch of Kate Moss for Topshop was too 'aloof' to make a proper appearance on launch day yet was happy to sell off her style
Cracks began to show in the legendary Moss campaign of 'keeping out the media', when a month prior to the much awaited release of her Kate Moss at Topshop line, Moss broke and shamelessly plugged her collection in the April 2006 issue of Vogue UK. Now that we knew she was actually capable of giving an interview and not completly adverse to the idea, suddenly we were wary and perhaps nervous for her; for her greatest attraction was her ability to keep us wondering. Her relationship with Pete Doherty didn't do anything to help the matter, for week after week, sloppy tabloid stories, in their monochrome block letters, fed us the gross details of their turbulent relationship. The same could be said for her Topshop collection, for now some of the excitment of Kate's wardrobe was stolen, for every teenager in Britain could suddenly dress like her if they wanted. Of course not that every teenager or young woman could pull it off, but still Kate had practically sold her wardrobe to a huge global chain for little reason. She didn't exactly need the money or the profile boost but was simply endorsing her own fabulous personal style as a money making campaign.
So here's Kate now, with her latest project, her 'Kate' perfume that is even accompanied with the rather twee if not cheesy tag line "Wild Beauty Blossoms", which had no hint of the effortlessly cool, edgy, rock and roll Kate, we all love. Even more disturbing are the TV ads, featuring Kate frolicking around in fields and I can not help but think, despite my love of Kate, are these just the last ditch projects of a tired model? In honesty, I would prefer Kate to keep her crown as a fashion icon world over without uttering a word, then succumbing to what the media expects of it's celebrities.
Check out this video of the 'Kate' perfume launch HERE