The perfume industry appears to be bombarded with new fragrances created by celebrities. Moss’s new fragrance, Kate, was created by the company Coty.
During the launch in Marrakech, Moss explained that she wanted a fragrance that represented her, good and bad. She told Fashion Television, "I tried to encompass everything that I feel about being feminine and a bit rock ‘n roll, a bit edgy and a bit light, a bit dark."
The ad campaign was done by photographer Craig McDean who did shots of Moss, with a bare back, playing with a black flower in a field. This ad shows that beauty may sometmes be dark.