In summer 2009, former skater Jeff Gaudinet dubbed Kate Moss the model with the most skate attitude. He coined the moniker “Skate Moss” as a joke among friends — but when he went home that night, he bought the domain and started sketching out the concept. Three years later, a friend asked him to created a “Skate Moss” logo. Gaudinet obliged, and put it and his other drawings on a Tumblr — which was quickly picked up by adoring press and fans alike. In September 2013, Gaudinet released his web project as an installation in Geneva. However, he sells nothing: his images are projected onto canvas-white skateboards, producing a strange, often whimsical visual meeting between the virtual and the real.
Graphic designer Gaudinet is the creator of collaborative artistic project Skatemoss. After receiving his Masters in marketing in France, he lived in Los Angeles for three years and studied graphic design, photography and styling. He works primarily in the luxury (fashion, perfume, wine and spirits) and cultural domains. He's known for possessing a design eye that accounts for multiple supports without compromising any single one. Since 2012, Gaudinet has been giving talks in Fashion Design at the School of Art and Design in Geneva (HEAD).