Kate Moss has been dropped as the face of high street clothes chain H&M, which today become the first fashion company to respond to newspaper revelations over her alleged use of cocaine.

Moss, 31, had hoped to ride out the multitude of headlines with her image and lucrative advertising contracts intact, but after five days of relentless coverage, publicists at H&M have ruled that their family-focused brand can no longer sustain the association.

Photographs of the model which had already been shot for the chain’s autumn-winter collection, designed by Stella McCartney, are to be replaced.

The company's announcement is the first crack to show in the industry support for Moss, who has so far enjoyed tacit backing from her other high-profile employers.

Dior, Burberry, and Chanel have all resolutely refused to comment following publication in the Daily Mirror of grainy images which apparently show the supermodel taking cocaine.

H Stern, the jeweller, who recently claimed that Moss was "the best representation of the H. Stern woman", has also refused to say whether the company would hire her again when her contract expires in December.

Liv Asarnoj, a spokeswoman for H&M, which is based in Stockholm, said today: "After having evaluated the situation we have decided that a campaign with Kate Moss is inconsistent with H&M’s clear dissociation with drugs.

"H&M distances itself strongly from drugs and for several years has been actively engaged in drug prevention work with the Mentor Foundation."

H&M had initially said that it too would stand by Moss, but the spokeswoman said that its change had heart came after it had considered the matter in greater depth - and presumably after the headlines had continued to pile up with Moss earning the nickname "Cocaine Kate".

Miss Asarnoj said: "We needed the weekend to evaluate the situation and really to make a well-reasoned decision. What she [Kate] told us when we talked to her after this came to our knowledge was just that she was extremely regretful."

Moss, the mother of a two-year-old daughter, has subsequently featured in a slew of lurid tabloid tales of "sex and drug" excesses. She has since reportedly split up with Pete Doherty, 26, the drug addict and musician.

Many insiders from the fashion world have rallied to the defence of Moss, who began modelling aged 14 and popularised the "heroin chic" look of the 1990s, but has previously denied taking hard drugs.

Julian Macdonald, the designer, spoke for many, saying: "Poor Kate - she was just trying to lead her own life."

It is unclear whether Moss will attend any events during London Fashion Week although Sadie Frost, an actress with whom she is alleged to have had a lesbian affair, has said that she may be there tomorrow afternoon.

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