If you’ve caught yourself staring at a London cab lately because you could swear Kate Moss was on the side of it, you’re not losing it. She really is everywhere right now. The supermodel has taken over the city as the face of Kısmet by Milka’s new campaign.

Based in Istanbul, Kısmet by Milka is a fine jewellery label that has built its identity on symbolism, craftsmanship and a certain kind of subtle confidence. For this new chapter, the brand brought Moss to London to be photographed by Cüneyt Akeroglu, whose portraits of fashion’s biggest names have shaped visual culture for years. This time, his lens focuses on Moss in a series of intimate portraits.

The campaign spotlights the brand’s classic designs, each beginning as a hand-drawn sketch in the Istanbul design house before being transformed into custom-cut diamond creations by more than seventy artisans. Among the collection, the Confetti Necklace flickers with colour and movement, while the No. 43 Necklace offers a modern twist on Istanbul’s architectural history. The 10th Eye Ring serves as a contemporary talisman, and the diamond-covered Naughty Necklace adds a mischievous tone. Completing the line, the Buckle Necklace reimagines strength as a visual statement, and the Beads Collection strips everything back to an elegant minimalism.

To Milka Karaağaçlı İnce, founder and creative director, pairing with Moss was more than a brand decision. It was something she had imagined for years. As she explains, “With Kate Moss, we wanted to create a dialogue of icons. Kate’s presence amplifies the fearless, inventive spirit at the heart of Kısmet by Milka. Always among the top five cool icons. Not just a model; she has been part of everything from David Bowie to indie rock, from unforgettable shows that shaped fashion history to legendary brands, rewriting rules with her beauty and style.” She goes on to describe the collaboration as personally meaningful, noting how the timing felt almost fated. The brand’s London flagship opened this year, and working with Moss at the same moment struck her as more than a coincidence. As she puts it, “it feels like destiny.”

Since its launch in 2009, Kısmet by Milka has grown into a global name with 17 stores and over 50 points of sale. The London expansion marks a major step in its journey, and featuring Moss so prominently signals that the brand is ready to claim its space in the city.

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