Kate Moss will be the face of Kérastase's new Couture Styling line, due out in mid-May in French salons. This marks the first time the L'Oréal-owned professional hair-care brand will have an international face.
Worldwide general manager of Kérastase, Françoise Lehmann, felt Moss was the perfect choice. He described the 11-unit collection as being about style and liberty of movement.
"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 ads.