Another season, another Kate Moss-fronted ad campaign.
In her first major campaign post-nuptials, Kate Moss has been announced as the new face of Barcelona-based retailer Mango. It’s not her first time working with the brand–she starred in a wacky video for them last year with her friend Terry Richardson, which Richardson directed for their fall 2011 runway show.
For spring 2012, Mango has signed both Moss and Richardson again for the print campaign. So, why Moss? Mango’s rationale for hiring Moss is probably similar to that of the many brands who have done the same. A spokesperson told WWD, “It’s important that she is a fashion icon who is famous worldwide and widely recognized.” They added that Moss would help Mango “become an aspirational brand for all our customers.”
For some reason, her “hard partying lifestyle” also factored into the WWD story. Mango wasn’t apprehensive, stating “She had a turbulent past, which she has put behind her to continue being a supermodel, and has recently married and become a mother.”
Is anyone else surprised that Moss’ “turbulent past” would even be an issue at this point? She’s Kate Moss!
Click through for another image. What do you think of the campaign?