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These are the stories making headlines in fashion on Friday.

Kate Moss fronts Self-Portrait campaign

For Self-Portrait’s latest campaign, the London-based brand tapped Kate Moss for a paparazzi-inspired photoshoot on the streets of London. Photographed by Johnny Dufort, Moss styled the looks for the campaign herself, which were inspired by a day in the life of a modern woman. Moss’s looks featured in the campaign are available now on self-portrait.com, flagship stores and selected retailers worldwide. See the campaign photos above. {Fashionista inbox}

Vivetta founder exits brand

Vivetta Ponti is leaving her namesake womenswear and kidswear brand, which she established in 2008. Ponti’s exit, which is described as “a mutual agreement,” leaves the brand in the hands of the design studio. Vivetta’s Fall 2025 runway show will be Ponti’s last. In September 2022, Ponti sold a 58% stake to the Modamet holding of the Anselmi family. {WWD/paywalled}

H&M inks multi-year deal with Circulose

H&M Group has signed a multi-year deal to source significant volumes of Circulose for its collections, replacing a substantial share of virgin viscose. Circulose, which is made from 100% textile waste, is a “dissolving pulp” that can be turned into fibers like viscose and lyocell, and then spun into yarns, woven or knitted into fabrics. “Investing in next-generation materials is essential to achieving our goal: ensuring that 100% of our materials are recycled or sustainably sourced by 2030,” Cecilia Strömblad Brännsten, H&M Group’s head of resource use & circularity, said in a statement. “Scaling access to these solutions is key to accelerating the shift towards a circular economy for fashion.” {H&M Group}

Lacoste names new CEO

Éric Vallat, chief executive officer of Rémy Cointreau Group, is set to join Lacoste as CEO, effective Sept. 1. Vallat will succeed Thierry Guibert, who has served as Lacoste’s CEO since 2015. Guibert will continue in his role as CEO of Lacoste parent MF Brands Group and of Maus Frères Group. Before Vallat rejoined Rémy Cointreau Group in December 2019 (he was CEO of Rémy Martin between 2014 and 2019), he served as head of fashion and accessories maisons at Richemont. {WWD/paywalled}

Refinery29 appoints chief content officer

Sundial Media & Technology Group announced Brooke DeVard Ozaydinli’s appointment as Refinery29’s chief content officer on Thursday. DeVard Ozaydinli will lead Refinery29’s editorial and content strategy across platforms, relaunch the platform’s podcast network and bring her show “Naked Beauty” as part of the slate. DeVard Ozaydinli previously held strategic roles at Instagram and led “Naked Beauty” as an independent podcast and community. {Fashionista inbox}

How much do celebrities earn from fashion deals?

In the past, celebrity association with a brand was not considered desirable for an actor, but in recent decades, the rise of social media and the expansion of the fashion industry have blurred the lines between model, actor and influencer. Today, brands tap stars (established and emerging alike) as ambassadors, but how much do celebrities actually earn from these deals? Depending on their level of fame, a celebrity can make anywhere from $50,000 to many millions of dollars with endorsement deals. An artist with a significant online following could be paid $100,000 to $150,000 for a single main-grid post holding a product and tagging a brand. {The New York Times/paywalled}

2025’s fastest-growing DTC beauty companies

A report titled “The State of Retail 2025 Beauty” by data analytics firm Consumer Edge identifies the top 40 and 20 direct-to-consumer beauty companies in the U.S. and U.K., respectively. Rhode, Maëlys and Phlur have had the strongest DTC sales growth in beauty this year. Salt & Stone, Spoiled Child, Beauty of Joseon, Primally Pure, Oakcha, Qure Skincare, Glowbar, Peachy and V/O Med Spa also made Consumer Edge’s top 20. {Beauty Independent}

Homepage photo: Johnny Dufort/Courtesy of Self-Portrait

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