Kate Moss finds modeling "a bit brain-damaging," and starting her own brand was what she "needed to do," she tells Vogue magazine.
The 34-year-old model, the face of Rimmel London and Yves Saint Laurent, has a fashion line for British store Topshop, a perfume launching in America this month and a hair-care line that has been a huge success in Europe.
Moss only models if "they are such good jobs that you don't want to say no," and says it helps her main focus, which is developing her brand.
"All that dressing up makes me say, 'What do I want to wear?' and, 'What do I want to do with Topshop?' It all kind of leads into the other things."
As for her image as a wild child — thanks to allegations of cocaine use and an on-again-off-again relationship with troubled rocker Pete Doherty — Moss insists it is exaggerated by the media, especially when it comes to daughter Lila Rose, 5. "I'm a mum. All the time. Every day. I put my daughter to bed."
Still, the waifish star admits she "definitely haven't become middle-aged. I've got a house and a daughter and all that, but I still like to have fun. Even in my business we still have fun."