LONDON, Sept 20 — Kate Moss is launching her own modelling agency this month.

The iconic supermodel, who has been in the fashion business for almost 30 years, made the announcement in a rare interview with the Business of Fashion website yesterday.

In true Moss style, pretty faces need not necessarily apply. We are, after all talking about the woman who singlehandedly launched the controversial "waif” and "heroin chic” looks.

She told the website: "I don’t really want pretty people... I want to create stars.”

"I want to focus more on managing people’s careers than just [running] a model agency... I want people that want to sing and dance and act.”

At time of writing, the eponymously named agency has an official website and an Instagram account.

Lucy Baxter, who worked as Moss’ booker at Storm, is also joining the new agency, Business of Fashion added.

Moss was famously discovered in 1988 at age 14 by Sarah Doukas, founder of Storm Model Management, at JFK Airport in New York City.

Her fortune is estimated by Forbes magazine at around £100 million (RM540.3 million).

Beloved of designers for runway and campaign work, Moss has also helmed several successful collaborations in recent years, most notably with Longchamp and Topshop.

Now the world waits to see if she can leverage on her experience to nurture the next generation of runway stars.