Last week, Women’s Wear Daily reported that the Calvin Klein Jeans Company would again feature Kate Moss in its advertising campaign. According to the article, “Moss will always be associated with Calvin Klein in the public’s mind. She was one of the designer’s muses throughout the Nineties and was photographed for the first time for Calvin Klein Jeans by Patrick Demarchelier in 1992."

The article went on to quote company creative director Kevin Carrigan, who said that, “Kate is ideal because she represents the direction of the season,” which, as the reporter noted, “has a focus on skinny jeans, skin-exposing rib and crocheted sweaters and plaid skirts.”

Carrigan also said that besides dark washes of skinny jeans, the new Moss-inspired Calvin Klein campaign will be "focusing on knitwear, including sweaters. There is a sensuality and a sexiness about the sweaters, the skin and softenss, which Kate personifies and wears really well. The attitude is of an icon in iconic clothes."

Gossip blog socialitelife.com reported that:

“The deal to advertise Calvin Klein jeans proves right the old adage there is no such thing as bad publicity and boosts her estimated earnings to nearly £9 million a year, almost double the amount she earned before her fall from grace.”

As much as I have long adored the waif-ish Moss, who was a regular on the pages of the fashion magazines I loved to the point of archiving as a teenager, the woman had nearly fallen off my radar. As my taste matured, I spent less time admiring the models and more time fantasizing about a better wardrobe. It was only when the news broke a few months ago that Moss had been supposedly been caught on tape snorting cocaine that I ever thought to take a second look at those ads from the 90s, and wonder about the child-like girl staring absently back at me.

I was a little disappointed, but not at all surprised to find what seems like style déjà vu. I understand that the image of Moss and Calvin Klein are bound more tightly than just about any other celebrity model and fashion brand, but I guess I naively thought that they’d try something new for once. Fashion, among other things, is suppose to be fresh and exciting, and in maybe only idealistically, gives people a chance to reinvent themselves. But at the same time, fashion is about icons, which Moss certainly has become - I guess the decade since I first saw her on the pages of fashion magazines passed so quickly I just didn't notice it until now.

I am all for Moss’s comeback and for banking on what you do best, but it just seems that she’s falling right back in that same stereotype style she’s been rocking for over a decade. That’s not fresh at all.