How would you describe Kate Moss? Supermodel, bad girl, party animal, everybody’s favourite plus-one? Well, after her latest announcement, you’d better add ‘wellness guru’ to that list.
The 48-year-old has just unveiled her health and lifestyle brand, Cosmoss, which she has positioned as ‘self-care created for life’s modern journeys’. The woman who once said her beauty regime consisted of ‘three Cs and one V’ – cigarettes, champagne, coffee and vodka – has switched to the three Ss, trademarking the phrase ‘soulful, sensual, self-aware’. Feels wrong, doesn’t it?
My first reaction to the news was: great, another cool girl who’s been swallowed up into the mundane world of green shakes and yoga. But maybe this was inevitable. There seems to be a noticeable lack of cool girls nowadays, with social media weeding out anything (and anyone) that isn’t filtered and poised to perfection.
Wreaking havoc in your twenties and thirties is often cancelled out by becoming an intolerable bore in your forties, but I thought Kate Moss would be different
In fairness, I can’t blame Kate for delving into the world of wellness. Alongside vegan skincare and mood-boosting teas, she’s selling face cream for £95, and a bottle of her sacred mist – whatever that is – will set you back £120. There are even reports she’s planning to capitalise on her famous name by flogging ‘moss for medicinal purposes’. If there are people out there naive enough to buy all of this then power to her.
She wouldn’t be the first celebrity to make this particular career move, either. Gwyneth Paltrow went from 1990s ‘It girl’ to selling candles called ‘This Smells Like My Vagina’ for $75. And the male of the species isn’t immune – Brad Pitt, once the ultimate screen heart-throb, is launching a ‘genderless skincare range’, with creams that will set you back between $80 and $385.
But while Kate’s move may be lucrative, it’s a testament to where our society is heading. Her peers in the hard-partying Primrose Hill set of the 1990s, who were pictured falling out of clubs amid rumours of drug-fuelled nights and partner-swapping, are now largely docile, and there is a noticeable lack of cool girls replacing them.
Anyone who does show signs of following in their footsteps is branded as ‘erratic’ and condemned for their ‘disturbing behaviour’. Take Cara Delevingne, for example. The 30-year-old model is probably the closest thing we’ve had to anyone remotely cool since Lindsay Lohan, but there are reports that her friends are staging interventions over her behaviour, begging her to get help. As far as I can see the ‘behaviour’ in question is leaving the house without brushing her hair and having a few too many at an awards show. She was also papped after dropping a suspicious white bag of powder outside her home a few years ago – but it’s hardly the hell-raising of her Primrose Hill predecessors.
Wreaking havoc in your twenties and thirties is often cancelled out by becoming an intolerable bore in your forties, but I couldn’t help thinking that Kate Moss would be different. Oh, how wrong I was. In a recent interview she claimed she feels ‘happiest in her garden’, adding that she ‘often goes into the field and meditates sometimes early in the morning before the world is awake’. Yawn.
Kate won’t be the last to succumb to this trend – and maybe in another 20 years the idea of the cool girl will be a distant memory. But, for me, a little bit of naughtiness can only be a good thing.
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