Fashion store H&M has done a U-turn and says it will drop Kate Moss as the face of a campaign after drug allegations.
Kate Moss has not commented on the allegations
Tabloid newspaper claims that Moss had snorted cocaine initially led H&M to condemn the British model but vow it would continue using her.
Many of H&M's customers are teenage girls and the chain said in a statement that Moss was "inconsistent with H&M's clear dissociation of drugs".
But cosmetics giant Coty said Moss will keep a contract with its Rimmel brand.
Caroline Pycroft, PR manager for Coty UK, told BBC Radio 1's Newsbeat programme the firm will not make any further announcements as they "never comment on any of their celebrities' personal or professional life".
Moss has refused to comment on Daily Mirror photographs allegedly showing her taking cocaine.
The 31-year-old who also has deals with Chanel, Burberry and Dior, had met H&M bosses to discuss her future in the campaign, which was to launch on 10 November.
She had been due to be the face of an H&M range designed by Stella McCartney.
In a statement the chain said: "H&M will cancel the planned advertising campaign with model Kate Moss.
"H&M is strongly against drugs and for many years has actively supported the drug preventing organisation Mentor Foundation.
"After having evaluated the situation, H&M has decided that a campaign with Kate Moss is inconsistent with H&M's clear dissociation of drugs."
In 1998, the model spent time in the Priory clinic after admitting that her party lifestyle had taken its toll.
She has a daughter, Lila Grace, with her ex-partner, publisher Jefferson Hack.