‘I haven’t ever really followed trends’: Supermodel Kate Moss on her career, style and new role with Anine Bing

Anine Bing, one of the fashion world’s most in-demand brands, is expanding its retail offering in Australia, as it signs supermodel Kate Moss as its new face.

Kate Moss has opened up about her career, life and style as she is named the new face of Anine Bing. Picture: Getty Images

Exclusive: She is one of the world’s most influential supermodels and now, Kate Moss has revealed her next career move – and it’s with a brand making major inroads in Australia.

The British-born style icon has been named the new face of Anine Bing, as the Los Angeles-based designer expands her retail empire Down Under.

Bing, who is opening her third store in Australia in Melbourne’s CBD, has appointed Moss, a long-time muse of the brand, as its global face.

The 49-year-old has walked the runway for Chanel, Saint Laurent, Versace and Prada, has been on the cover of British Vogue 43 times and is one of the original supermodels of the ’90s – an era she defined along with Cindy Crawford, Naomi Campbell and Claudia Schiffer.

Though Moss describes her muses status as “flattering”, she said she has always “dressed for myself”.

Kate Moss is the new face of Anine Bing. Picture: Chris Colls for Anine Bing

The British supermodel says she hasn’t ‘ever really followed trends’ and instead, dresses for herself. Picture: Chris Colls for Anine Bing

“I haven’t ever really followed trends, I prefer to choose what I wear based on where I’m going and how I’m feeling,” Moss said.

In 2016, Moss founded her own modelling agency, Kate Moss Agency, where her clients include Australian model Jordan Barrett and UK singer Rita Ora, who is a judge on The Voice Australia.

“Part of the reason … was to offer support to the new young models in the industry to ensure they felt protected and know they have options, that they can say no when something doesn’t feel right,” Moss said, of running her own agency.

(Previously, Moss admitted she had felt “vulnerable and scared” while posing topless in Calvin Klein’s infamous ad campaign in 1992, in which she starred with Mark Wahlberg – then known as Marky Mark).

Kate Moss fronts a new campaign for LA-based designer Anine Bing, who is expanding her retail empire to Australia. Picture: Chris Colls for Anine Bing

As a businesswoman, Moss counts makeup mogul Charlotte Tilbury and designer Bella Freud among her mentors.

“I feel very inspired by girlfriends of mine who have founded their own businesses. Both are so talented and have achieved incredible success, creating brands that have global recognition.”

As part of her role with Anine Bing, Moss is fronting the brand’s latest campaign.

Her look of the season? “High waisted denim flares,” Moss said. “The perfect T-shirt is hard to find but so important, a well-tailored jacket and denim I can wear every day.

“Things that you go back to time and time again and which don’t feel dated. I have vintage pieces in my archive I have been wearing for years and they still look great when I put them on.

“Make sure you feel confident and comfortable in what you wear, I love to see style individuality – make choices that work for you.”

Kate Moss on the runway for Bottega Veneta in Milan last year. Picture: Getty Images

OG supermodels Christy Turlington, Amber Valletta, Kate Moss, and Shalom Harlow. Picture: Getty Images

Kate Moss, right, with her Australian client and friend, Jordan Barrett, in 2016. Picture: Getty Images

Meantime, Bing is planning to open more stores in Australia, saying the market “has always been an important market that has grown with the brand since its inception” in 2012.

As well as being stocked at department store David Jones and popular Australian retailers Tuchuzy and The New Trend, Bing has two stores in Melbourne and one in Sydney’s Paddington. “We have very loyal consumers and extremely supportive wholesale partners in Australia and the brand translates really well in this market,” Bing said.

“We have seen Australians really gravitate towards our jackets and blazers which fit the lifestyle so well.”

Kate Moss, right, with her daughter, Lila Moss, at the Met Gala in New York last May. Picture: Getty Images

Known for its oversized sweaters, sharp blazers, menswear-inspired tailored pieces and a line of woven raffia bags (the “Rio”) which have gone viral, Anine Bing “mixes Scandinavian simplicity with American energy”.

“We find this principle really resonates in Australia [and] the Australian consumer has impeccable taste and style,” Bing said.

Sitting at a mid-to-high pricepoint, Bing said the brand focused on “investment pieces” rather than being trend driven.

“Our goal has always been to create beautiful investment pieces that will last season after season. We put a heavy focus on craftsmanship … with the intention that our consumers will love and wear the timeless pieces for many years to come.

“[The brand’s] commitment to preserving consumer affordability remains unwavering on a global scale. Our pricing structure has remained stable.”

Anine Bing’s new Melbourne store is located at 28 Albert Coates Lane.