Kate Moss has signed a megabucks new deal with Diet Coke - with the supermodel more in demand now than at the height of her modelling heyday.
The catwalk star is the new “creative director” for the brand as it celebrates its 40th year. Insiders say she could be earning up to £5million for the partnership.
It comes as we can reveal her business Kate Moss Limited is worth more than £11million
According to Companies House, the firm is worth £11.8million, with the star making at least £3million alone last year from brand and modelling deals.
And her new modelling agency in which she oversees the new generation of catwalk stars is worth £3million alone too.
The Kate Moss Agency was set up in 2016 and has stars on its books such as Stella Jones, Georgia Palmer and even Lila Grace Moss, the 19-year-old daughter of Kate and Dazed Media founder Jefferson Hack.
An advertising source said: “Far from her star having waned, the next stage of Mossy’s career is burning brighter than ever. She is still very much the hottest ticket in town.”
As part of the new Diet Coke deal, the 48-year -old will partner with some of the world’s leading fashion houses to promote the drink using the slogan “Love What You Love”.
Previous names from the fashion world to have served as creative director for the sugar-free, no-calorie soft drink include designers Jean Paul Gaultier and Marc Jacobs.
To launch the partnership, she posed with a can of Diet Coke while wearing red lipstick and gloves matching its lettering.
Kate said: “I am thrilled to join the Diet Coke family - I love the past collaborations they’ve done with such incredible names in fashion.
“The ‘Love What You Love’ campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams.
“As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th birthday in style.”
The choice of Kate as a partner for the drink may raise a few eyebrows.
In 2005, she was pictured on the front page of the Daily Mirror after being filmed snorting five lines of coke in 40 minutes in a recording studio with then boyfriend Pete Doherty.
She was dropped by H&M, Chanel and Burberry amid the controversy but many brands stuck by her, and she has never looked back.
In the last few years, she has collaborated with luxury brands including Messika, Jimmy Choo, Coach, Giorgio Armani and Givenchy alone.
But it’s her agency that she is the most passionate about. Kate said after its formation: “I want people who can sing, dance and act. I want to create stars.”
Kate, who grew up in Croydon, South London, was spotted by a model scout at 14. She first appeared on Vogue’s cover in 1993.
Michael Willeke, integrated experience director for Europe at The Coca-Cola Company, said: “We are honoured to appoint Kate Moss as our new creative director, continuing Diet Coke’s rich history of collaborating with some of the biggest names in fashion and culture.
“This year, Diet Coke marks its 40th global anniversary, kick-starting with an official London Fashion Week partnership and brand experience, which gave fans the chance to reclaim their break.
“This summer, we will continue to showcase the positive attitude of Diet Coke drinkers, and with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude.”
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