Lottie Moss Breaks Out of Her Shell

Lottie Moss has been visible her whole life, but for the first time, she’s really in control. She’s slowing down, trusting herself, and figuring out who she is without everyone else’s expectations in the mix.

This one’s a little kitschy, a little silly, because sometimes you just need to play. In this conversation, she talks about shedding the versions of yourself that don’t fit.

Photography: Becca Geden
Creative Director, Producer & Stylist: Olivia Wolstenholme
MUA: Aoife
Hair Artist: Roo Gehring
Lighting: Nick Teo
Set Design: G Goldbart
Studio: Interlude London
First Styling Assistant: Nicola Morgan
Makeup Assistant: James
Set Design Assistant: Laluna Ray
Second Styling Assistant: Bridget Nzenwa
Fashion Intern: Benedicta

Wardrobe Credits: Drew Kent, Susan Fang, Natasha Zinko, Buttress and Snatch, Atsuko Kudo Couture, Celine Kwan, Bhumi Clothing, Florentina Leitner, VICKISARGE, Madeline Gray, Matthew David Andrews, Pleiades, Charlotte Hope, Rúben Belmonte, Susmie’s Collection, Pixie Mix Jewelz, Yesceramic, Pearls and Swine, H2 Studio, Annabel B Jewellery, Bruna Ignatowska, r.l.e, Rokit Vintage, Selkie, Victoria’s Secret UK, Savage x Fenty

Featured set design pieces: Koko Kinsale and VV Rouleaux

MERDE: You’ve been visible for most of your life, but this feels like the first time you’re really in control. What changed?

Lottie: Honestly, I think it is just getting older and getting to know myself better. I am finally learning to trust myself and my instincts, and feel confident in the direction I want to go in. When I first started working, I was modeling and everything felt like it was mapped out for me. It was a difficult transition to figure out who I was without that structure.

MERDE: Do you feel like you’re becoming someone new, or releasing the versions of yourself that never really fit?

Lottie: A bit of both! I am so grateful for the entire journey, as messy and crazy as it was. I now feel like a stronger and more confident version of myself, but also like I’m returning to the person I’ve always been underneath everything.

MERDE: You came into the industry already tied to an image that wasn’t yours. How did that distort the way you saw yourself early on?

Lottie: I always knew deep down that I could never compete with Kate - she is her own person and an icon in her own right. What was hardest for me was realizing I didn’t look like a ‘traditional’ model, especially at a time when the industry was much less open to different types of beauty. I often felt like an imposter, which is sad. I wish I’d believe in myself more back then.

MERDE: Is comparison something you ever get free from, especially with a family like yours, or does it just get quieter?

Lottie: think we all compare ourselves to other people, whether it’s with friends, family, or strangers online. What I’ve learned is that everyone their own timing and challenges. Instead of constantly measuring myself against everyone else, I’m trying to focus more on trusting the process.

MERDE: You stepped away from OnlyFans: What did that experience teach you about “control,” especially in spaces that market themselves as empowering?

Lottie: OnlyFans actually gave me a lot of myself back in a way I didn’t expect. There is a stigma around it, but for me, it was such a fun, creative chapter. I started when I was living in LA, experimenting with choosing outfits, styling everything, shooting with friends and having a laugh while doing it! It felt truly collaborative and empowering, because for the first time I was fully in control of how I presented myself and my story.

MERDE: Do you think that world is actually super different from fashion, or just more honest about transactions?

Lottie: It’s more similar than people think. Fashion shoots can be very provocative and boundary-pushing too, but there isn’t the same side-eye because of how people get paid. That double standard always felt strange to me. It makes you think about what we value and why.

MERDE: When your image has been your currency, how do you start pulling yourself away from it?

Lottie: Focusing on how you look all the time can be exhausting. Social media makes it so tempting to obsess over appearances, but over the last few years I’ve become much more intentional about not letting that define me. I’m now prioritising who I am on the inside.

MERDE: What does self-worth look like for you when it’s not tied to visibility?

Lottie: I’ve made myself less visible in the last year, stepping back from the spotlight and I’ve actually really enjoyed that. It’s been nice not having every moment written about or dissected. My self-worth now feels rooted in how I show up for myself and others around me; staying accountable, being a good friend, and living with integrity, instead than how people perceive me.

MERDE: You’ve talked about wanting something softer and more stable, what does that actually look like daily?

Lottie: I used to enjoy living a really fast-paced, chaotic life, and while it was fun, but I lost sight of myself a bit. Now I really value a slower life. I keep my circle small, I’m surrounded by people who genuinely care about me, and I enjoy simpler, more ‘normal’ things, like working on new projects that excite me, carving out time to look after my physical and mental health, and spending quality time with my friends, family and my cat!

MERDE: You’ve had so many style phases, how would you define it now?

Lottie I’ve had some very weird and experimental fashion phases, I’m not going to lie! I’ve realized the way you dress reflects how you feel, and when I wasn’t feeling great about myself, it showed. Now I really love how I dress – it still has those little hints of the old me, but it feels more grown up and styled. I like having a mix of moods and looks. Some days, I dress like Adam Sandler and sometimes more sexier and bold, and then there’s everything in between!

MERDE: What do you wish you could tell your 16-year-old self that you had to learn the hard way? What do you want to tell others who feel stuck?

Lottie": To my 16-year-old self: take risks with an open heart, trust your gut and believe in yourself. Don’t stay in anything that doesn’t feel right – whether it’s a relationship or a job. And honestly, don’t date the losers – life is too short to be spend time with people who dim your shine!

MERDE: Name 3 dream collaborations for your future self.

Lottie: I would love to do anything that inspires people to embrace and love themselves. I would love to work with a beauty brand, and my dream is to create a nightwear collection! I also love doing editorials where I can get properly creative with trying new looks and storytelling through fashion and beauty. I’ve recently started my YouTube channel and that’s been so fun too. I’m so excited to share more about what I’m up to on there!

MERDE: What does MERDE mean to you? Do you ever just want to give the industry as a whole the middle finger and move on? What keeps you going?

Lottie: There have definitely been times when I’ve felt a strong ‘fuck you’ to the industry because of all its contradictions. But right now, I feel more focused than ever on proving people wrong and doing well on my own terms.
What keeps me going are the messages I get from young women saying I've made them laugh, smile or not feel so alone in what they're going through. I think we all need to remember that it’s okay to not be perfect, or project perfection. Our past doesn’t define our future, we should all be kinder to ourselves, and give ourselves that space and grace to grow and evolve.

Lottie’s story is a reminder that growth doesn’t have to be serious all the time. As MERDE grows, we’re learning there’s no clear path in publishing, just doing what feels good and having a little fun along the way.