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Lily Cole's Mission to End Money

A supermodel aims to free us from commodity culture.

It’s February, and Lily Cole is in New York when she calls. “I don’t actually know what’s happening,” she says with the delighted laugh of someone who is relieved they don’t have to put up with the New York Fashion Week imbroglio this year. “I just landed today.”

Cole, a fashion model who achieved enough fame in the early 2000s to break into acting, is in town to promote her startup, Impossible, which launched in the U.S. in March. Impossible is a website Cole created with the help of Wikipedia founder Jimmy Wales that promotes “gift economies.” It functions as a wiki-style tumblelog, where users take over the platform to post “wishes” of what they need and “offers” of what they can provide.

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