The Primrose Hill set swapping wild nights for wellness as Kate Moss launches her lifestyle brand

They were the defining showbiz clan of the 90s; supermodels, rock stars and anyone else who could keep up with them – all partying hard in one of London‘s most expensive postcodes. 

The Primrose Hill set – with its core comprising Kate Moss, Sadie Frost, the Gallagher brothers, Pearl Lowe and Rosemary Ferguson – partied hard as rumours of drug-fuelled nights out and partner-swapping swirled around them. 

Fast forward 30 years and their hedonistic heyday has been largely traded in for altogether more clean-living lifestyles. 

Kate, 48, who has since turned her back on her wild ways in favour of a more wholesome lifestyle in the Cotswolds, launched her own wellness brand, Cosmoss, on Tuesday – by sharing a video of herself wild swimming completely naked. 

Sadie, 57, who is often referred to as ‘Britain’s Gwyneth Paltrow’ has swapped boozy nights for early mornings teaching yoga and Pilates, and Pearl has reinvented herself as an interiors guru.

Here, Femail catches up with the former hell-raisers, who’ve mostly swapped the leafy neighbourhood of Primrose Hill for the calming beauty of the Cotswolds…

KATE MOSS

The original party girl, Moss prided herself on leading people astray on nights out, coining the term to be ‘Mossed’ – meaning persuading a partygoer to stay up til dawn. And then carry on the next day. 

In the mid-90s, the mother-of-one spent her days moving from the catwalk to the bar, with The Groucho Club, The Ivy and her friends’ luxurious pads in NW1 all second homes. 

But she has previously admitted that encroaching middle age has helped her strike the healthy balance she lacked at the height of her modelling career.

The Croydon born star, plucked from obscurity and pushed into the limelight after being discovered at the tender age of 14, has turned her back on the wild nights that epitomised her jet-setting youth.

In 2018, she told Harper’s Bazaar she had ‘learned to take care of herself more’ and now does ‘yoga every day’ and ‘doesn’t go out as much’.

And in 2010, her longtime friend, DJ Fat Tony, revealed she was two-years sober, with the pair having more fun now than ever before. 

 Speaking to NBC’s Megyn Kelly in 2018, Kate also revealed: ‘I go to bed, I drink lots of water, not too much coffee, and I’m trying to cut down on cigarettes.’

But the reformed Primrose Hill queen credits Sadie Frost for the changes in her lifestyle, which include boosting her skin, providing her with restful sleep and upping her energy levels.

Kate has given interviews saying she likes to ‘hit the sack at 11pm-ish and watch Netflix’, adding that she was trying to cut down on cigarettes and instead dealt with stress by doing yoga, which helped her ‘concentrate on the here and now’. 

And on Tuesday, she launched her own lifestyle brand, Cosmoss, which she claims is ‘self-care created for life’s modern journeys’.

Kate revealed that the brand will launch on September 1 2022. It’s unclear exactly what her lifestyle brand will offer. 

SADIE FROST

After marrying actor Jude Law in 1997, Frost became the glue that bound the Primrose Hill set together.

Rumours of wife-swapping, lesbian threesomes – reportedly with Kate Moss and their friend, heiress Davinia Taylor – and debauched drug-fuelled nights out regularly filled the tabloid headlines. 

Frost’s lowest point came when the party stopped momentarily, after her daughter Iris, then aged two, accidentally swallowed part of an ecstasy tablet during a birthday party at Soho House in 2002.

After splitting from Jude in 2003 – which Frost blamed on her severe post-natal depression – she was given £6 million as a settlement, plus the marital home, where she raised her children. 

A move to rural life saw the partying ebb away and Frost, now 57, mother to Iris, Rafferty, Rudy by Jude Law and Finlay by Gary Kemp, has embraced clean living. 

She is often referred to as ‘Britain’s Gwyneth Paltrow’ and has swapped boozy nights for early mornings teaching yoga and Pilates.

She has worked at the exclusive Khera-Griggs Cleanse Clinic, in Knightsbridge, London, and discussed her passion for veganism and holistic health, which have contributed to her age-defying looks.

Sadie also co-authored a wellbeing book called Nourish (2014) and has a yoga clothing range. 

The former social butterfly – who completed an MA in film studies at Staffordshire University before following it up with a course on documentary making – has since said she now enjoys a more solitary lifestyle of peace and quiet.

MEG MATHEWS 

She was once known as the hard partying queen of Primrose Hill and the ultimate IT girl of the Cool Britannia set – with Oasis guitarist Noel Gallagher on her side.

In the Nineties Meg Matthews, now 56, would spend her nights partying away with the likes of Kate Moss, Davinia Taylor and Sadie Frost.

She admitted she ‘didn’t have the right look for the times’ because she was ‘never a natural waif’ – but got a boob job, dieted and filled her wardrobe with designer clothes to hone ‘the right look’.

But when she became blindsided by depression and fatigue, Meg mistook the symptoms for payback for her former life – not realising it was menopause.

She wrote a book, The New Hot: Taking on the Menopause with Attitude and opened up about how the menopause crippled her sex life, left her with no libido and ‘wiped her out physically and mentally’ – sparking a fitness and health overhaul.

Speaking about her experience in lockdown, Meg said she was keeping up her supplements and hormone therapy, and enjoying daily walks up Primrose Hill with her dog Ziggy and online HIIT classes.

In January 2018, the reformed party girl – whose Instagram account is peppered with pictures of her efforts in the gym – launched MegsMenopause, a product range to help women cope with the symptoms.

She also followed a Keto diet, losing 6lb in three weeks, and lies on an infrared acupuncture mat for 45 minutes to detoxify her body.

Her new relaxed pace of life is a far cry from her days as the wife of Oasis rocker Noel Gallagher, with whom she shares daughter Anais, 20, and member of the Primrose Hill set.

FRAN CUTLER 

Publican’s daughter Fran Cutler virtually created the Cool Britannia scene after starting a party-planning business with Meg Mathews.

She was once dubbed the ‘the party Rottweiler’ because of her refusal to admit entry to anyone whom she deemed not important enough. 

Her Thursday nights at the Met Bar in Park Lane were legendary, and Kate Moss and Oasis were regular guests.

As to the partner swapping that reportedly went on between them all, Cutler commented: ‘What a load of b*llocks that was. I mean, a group of people hanging out together and it was all about people “swapping over”.

More recently, she has a ‘small team’ at Fran Cutler Events, but is not a director of the company. 

Fran never married, but has a 16-year-old daughter, Mercy. 

PEARL LOWE 

Pearl was a singer-songwriter in indie bands such as Powder and Lodger and enjoyed a very rock and roll lifestyle.

She famously battled a crippling addiction with drugs – bingeing on cocaine and heroin during her music career.

However, she eventually recovered from her struggle after attending both counselling and Narcotics Anonymous sessions. 

She now works in fashion design and has run collections with high street store Peacocks and has her own dress line.

ROSEMARY FERGUSON 

Rosemary Ferguson once graced the cover of British Vogue and worked with Alexander McQueen, Chanel and Louis Vuitton.

She married the artist Jake Chapman, another hard partying member of the Primrose Hill Set, and the couple have a son together, Filkins.

Rosemary has had one of the biggest transformations of the group, switching from a life of hedonism to a career as a nutritionist and retreating to the Cotswolds.

She has released several books on healthy eating and even created her own diet The 5 Day Plan. 

She also teamed up with TV chef Gizzi Erskine to launch the Pure Filth pop up at Tate Modern, with a menu of ‘nutritiously decadent’ burgers, fries and shakes billed as ‘healthy food for hedonists’. 

But she hasn’t ditched her links to the scene entirely – her daughters were bridesmaids at Kate Moss’s wedding to Jamie Hince.