Has Kate Moss lost Rimmel's 'London look'?

Another day, another Kate Moss rumour. Today's gossip suggests that the supermodel might be dropped as the face of cosmetic company Rimmel London. Oh boo hoo. In a ruthless industry fascinated with youth, the 34-year-old has done well to stick it out for as long as she has. Add to that her drug scandals (which saw her lose many other contracts) and her romance with professional dirt bag Pete Doherty and you've got to agree that the girl did well.

So, if it's out with the old for Rimmel London, the new is said to consist of TV presenter Alexa Chung or upcoming Bond babe Gemma Arterton. But what's particularly interesting in the selection process for this particular make-up brand is its close association with our nation's capital.

It flaunts its Londoness with huge pride (it even changed its name to include 'London' in 2001), talks guff about 'the London look' in its adverts and even features a section devoted to the city on its website. As such any new model for the company will have to reflect its commitment and fascination with London. But what does that really mean? Do we have 'the London look' without even knowing it and if we don't have it, do we get it just by using a certain mascara?

Surely just being a resident of London means that on some level you have 'the London look', otherwise it would be the Peterborough look or the Sheffield look. And if you're living abroad but use Rimmel London's products does that somehow guarantee a British appearance? Of course, these are just the silly ponderings of a gloomy Friday afternoon, but if a concealer can be advertised as representing the bright lights big city image of London, then what's next?

Flickr image from Tezzer57's photostream.

Written by Katie on 28 Mar 2008 3:53 PM. Permalink