Britain's Naughty 'It' Girls

Brit "It girls" like Lily Allen and Kate Moss drink too much, trash celebrities, and share their insecurities. Natasha Fraser-Cavassoni on what American girls can learn from it all.

The sign of a brilliant tycoon is riding the crest of a wave. And this week, Sir Richard Branson proved his mettle by announcing that he will be publishing supermodel Kate Moss’ memoirs for Virgin Books. Whether her book will “make an exciting read” as he promises is questionable—part of Moss’ enigma is her sultry silence—but what’s certain is that both Moss and Branson will be crying (make that sobbing) all the way to the bank. Not only is Moss a fashion star—20 years of being an undisputed and much-copied style icon—she’s a founding member of the "too cool for school" British girls phenomenon.

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Just as British actresses such as Emily Blunt, Kimberley Nixon, and Emma Watson have gained Hollywood heat, a certain breed of cheeky British girl is grabbing major media attention. With a major slant on Moss and pop star Lily Allen, the others include model Agnyess Deyn—the androgynous peroxide blonde in the Burberry ads; the dreamy-looking, curvaceous Daisy Lowe who’s gracing Marc for Marc Jacobs' campaign; Alexa Chung, Channel 4’s feline-featured TV presenter who will soon have her own show on American MTV; rock-star offspring Peaches Geldof; and tattooed trustafarian Alice Dellal.

With Paris and Milan being the fashion cities, it seems odd that no French or Italian girl is in the new "It-girl" mix. Former Sex Pistols manager Malcolm McLaren chalks it up to upbringing. “The French and Italians are encouraged to live at home as long as possible,” the godfather of punk rock says. “In England, kids are pushed to leave early and that creates a humor, edge, and early floozy mentality.”

“What’s fantastic is how the way they dust themselves down and get up again. Their ambition is to have a good time—they are party animals—and that gives them an aura of fun.”

Also key to the look and character of these Brit Its is a rock ’n’ roll attitude—according to François Dorleans, the author of Snob Society and a former editor at French Vogue, it’s that very factor which represents so much power in today’s world. “Moss and others of her ilk are the poster girls for rock, which is what everyone is trying to channel now. It’s all part of that 'think black, think leather' thing, no doubt, because it suits the current and very terrifying obsession of looking young.” There’s also a certain excitement around the British girls and their spirited—drink to get drunk, laugh ‘til you can’t—verging on uncouth behavior. “They’re like English fashion: uncontrollable, unpredictable and completely non-bourgeois,” enthuses Christian Louboutin, the shoe designer and social insider.

Case in point: this week’s Metropolitan Museum Costume ball, where Moss was billed as one of the highlights. A vision in Marc Jacobs’ gold lamé dress—including a matching turban—she stood in line to greet guests. However, those thinking that being on the gala committee had tamed Moss, discovered otherwise. Chewing on a thick piece of gum, Moss ceremoniously pulled it out when deigning to talk. Punk-rock princess or what? Then there’s her noted lack of patience with the paparazzi. No simpering smiles à la Olsen sisters. “Give me a fucking moment!” Moss recently yelled at one photographer.

But such intolerance doesn’t stop Moss’ pictures from being plastered across the magazines from People to French Elle to hip Internet sites—her style and personal life laid out in excruciating detail—because she’s indestructible; no small feat. Despite selling out to Topshop—she designs a line for the mass-market chain—she’s held onto her cool factor and continues to do upscale advertising campaigns and influence endless wannabes. When she wore skinny jeans, the flocks followed, and so it continues from her opaque tights to her choice of handbag.