The model, who replaced 34-year-old Moss, has been revealed as 20-year-old Alice Dellal, a half-Brazilian socialite with a nose ring. Dellal has already posed for a secret photoshoot, to be released in September, and it will overshadow a bridal lingerie campaign by Moss.
"Everyone is stunned. Kate's shots were really well received, but bosses thought it's time to move on," the Sun quoted a source as saying. "They want a fresh new face and think they've found just the candidate in Alice," the source added.
This is the second time that Moss has been dismissed by the lingerie firm, with rumours that her contract had not been renewed last year due to a strained relationship with co-owner Serena Rees. Even though Moss was back for the firm's bridal ads this year, she has been snubbed by a number of other brands.
Naomi Campbell took her place at Yves Saint Laurent in March, while 22-year-old Agyness Deyn, substituted her at Burberry. She was also taken off a perfume campaign by Chanel.