Coco Rocha, cute. Lily Cole, edgy. Sophie Ellis-Bextor, well she’s nice enough I reckon. But really, the whole of America knows that it’s all about Kate Moss, who basically carries the London cosmetics company in all of her “London Look” awesomeness. That is, until their recent signing of the baby-Bardot Georgia Jagger. It may be pure beauty blasphemy to say, but if anyone were to fill Moss’ Louboutins, it would have to be the 17 year-old youngin’ with enough low-key London DNA to keep her cool, but a widely recognized pedigree as the daughter of Rolling Stones rocker Sir Mick Jagger and supermodel Jerry Hall.
It’s true that Ellis-Bextor is a well-known recording artist, and Lily Cole certainly represents the London “it” girl, but mention a Rolling Stone and suddenly we have iconography. While the model — often called Georgia May — may not have Kate’s coolness, clout, and resume, she has the looks and a bit of American familiarity on her side to really raise Rimmel’s profile.
That’s not to say Moss will be departing from the brand anytime soon. “Kate Moss is a worldwide inspiration and leader in fashion and beauty, and has been an iconic face for Rimmel London.” A spokeperson for Rimmel promises, “I am thrilled we are continuing our professional partnership and that she will be an inspiration for the Rimmel consumer as our official ambassador.”
Rimmel fans rejoice — the Rimmel brand is expanding, and in need of a “palette of faces to show the makeup results of our new products,” a Coty spokesperson said. They will also be expanding the brand to incorporate models of different ethnic backgrounds- something that is truly representative of London’s “multiculturalism and freedom of expression”