Britain's supermodel and style icon Kate Moss was chosen to appear in the new advertisement campaign for RIMMEL. For the first time since its establishment in 1834, the beauty company decided to go for one face to represent its products, calling Moss the "natural choice" for the new ads.

"The RIMMEL London girl has an irreverent, laid-back attitude-both in the way she lives her life and in the way she wears her RIMMEL make-up. Kate is able to capture this perfectly because she is the quintessential London girl," said Emmanuelle Bonte, RIMMEL's marketing director, according to Canoe.ca.

The 31-year-old Kate looks truly stunning in the ad for Rimmel's Volume Lash Mascara where she is featured in a black leather outfit riding a bike with her male model partner Matt Bryce. Fashion photographer Rankin shot the thirty second night time advert which is soon to be released on TV.

Another ad features a graffiti logo that is then painted onto Moss' face with a RIMMEL lipstick.

Sharon Dowsett, the make-up artist who designed the look, explains how the logo was chosen: "My assistant Andrew photographed various graffiti art and tags and then we drew them over photographs of Kate to see which suited her face best."

However, the supermodel says it isn't the first time she has used the products. "I grew up using RIMMEL products," she says. "The frosted pink lipstick was a favourite."