The supermodel, who has collaborated with session stylist James Brown to develop the brand, will feature on fashion microsites and a viral video, targeting 15- to 35-year-old females.
Microsites, www.quantum-media.co.uk and www.jamesbrownlondon.com, will feature content including a hair competition with the best entry posted weekly, expert advice, and behind-the-scenes footage of Moss at the James Brown London photo shoot. The viral video of Moss also features the model at the photo shoot.
Louise Peacock, business director at BLM Quantum, said: "The digital and viral campaign support the traditional media work by adding sophistication, intrigue and mystique around the James Brown London brand."
The brand has also signed a deal with Conde Nast to generate awareness across Vogue, Stylefinder and Glamour magazines' web sites.
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