AN ICON OF OUR TIME Cindy Craw­ford is still one to watch.

As a bona fide fash­ion leg­end and Omega’s long­est-serv­ing am­bas­sador, CINDY CRAW­FORD wrote the book on per­sonal-brand build­ing. But she’s not about to lec­ture rel­a­tive new­bies Ken­dall and Kaia, she tells CLARE MACLEAN

Harper’s Bazaar (Australia) - - Contents -

“Omega’s women’s watches have al­ways been in­cred­i­ble,” Cindy Craw­ford says. Ex­hibit A: the brand’s vin­tage time­pieces that BAZAAR was lucky enough to shoot while they were in town to be ex­hib­ited in the new Sydney store. Craw­ford, a long-time am­bas­sador of Omega (also in town) has played an im­por­tant role in this long his­tory. Model/brand col­lab­o­ra­tions might be so hot right now, but they’re not new.the su­per­model and Omega paired up as early as 1995. “I think part of the rea­son they started work­ing with me was they wanted a fash­ion voice,” Craw­ford says. “they had race car driv­ers, ath­letes and James Bond, but they also wanted a wo­man who was in­volved in fash­ion. So they in­vited me to come to Switzer­land. Of course, I didn’t de­sign a watch, but I got to sit with their de­sign­ers and talk about what I wanted and what I was look­ing for.” the re­sult was a new spin on the Omega Con­stel­la­tion and the now iconic 1997 “Omega — my choice” cam­paign. Craw­ford is noth­ing if not de­ci­sive. It’s a qual­ity that has con­trib­uted hugely to a ca­reer that spans three decades. Be­fore she and her col­leagues Naomi, Christy, Elle and Clau­dia ar­rived on the scene, a model mod­elled. End of story. that all changed when Craw­ford and co. started play­ing a big­ger, busi­nesslike role in the di­rec­tion of their ca­reers, ush­er­ing in the age of the su­per­model. Per­sonal brand? Craw­ford prac­ti­cally in­vented the con­cept. “No one used to talk about it like that,” she says. “You never had that con­ver­sa­tion with your agent, like, ‘What’s your brand?’ But you start un­der­stand­ing — I started un­der­stand­ing — Cindy Craw­ford is the brand, and we all work for her. I work for her too. So the way I started think­ing about it was I liked fit­ness, so I prob­a­bly wouldn’t do a cig­a­rette cam­paign.

“You never had that con­ver­sa­tion with your agent, like, ‘What’s your brand?’ But you start un­der­stand­ing, Cindy Craw­ford is the brand, and we all work for her. I work for her too.”

I slowly started hav­ing ideas about what fit with my im­age.” Over the years, Craw­ford has cre­ated her own swim­suit cal­en­dars (“I had done Sports Il­lus­trated once and I did not have a good ex­pe­ri­ence, so then I was like, ‘I am go­ing to do my own cal­en­dar and hire my own pho­tog­ra­pher’”) and a leg­endary ex­er­cise-video se­ries.“i’m not sure ev­ery­one was work­ing out to that video — I did hear of a few fra­ter­ni­ties that bought copies,” she says with a raised eye­brow. “But, you know, I loved it be­cause, to me, work­ing out is about feel­ing em­pow­ered.” Now 51, with her own skin­care and life­style range, Craw­ford is in the per­fect po­si­tion to give advice to the next gen­er­a­tion of mod­els. Not that she thinks they need it. take Ken­dall Jen­ner, who men­tioned last year that she’d like to em­u­late Craw­ford’s ca­reer. “You know, it’s funny, I know her mum [Kris Jen­ner] and I know Ken­dall, and Kris was like, ‘i would love for Ken­dall to chat to you,’ and I said, ‘She is do­ing just fine — she doesn’t need my advice at all.’ She’s a re­ally hard worker and smart about the busi­ness and she is so nice to my daugh­ter — ac­tu­ally, she pho­tographed my daugh­ter for Love magazine. I re­ally feel there is so much room in this in­dus­try for peo­ple to be nice to each other, and I like when you ac­tu­ally see that hap­pen.” Craw­ford’s daugh­ter, Kaia Ger­ber, 15, is forg­ing her own mod­el­ling ca­reer, re­cently ap­pear­ing in Marc Ja­cobs beauty and Miu Miu eye­wear cam­paigns. “i don’t give her any advice on the ac­tual phys­i­cal act of mod­el­ling, be­cause ev­ery­one does it dif­fer­ently — it’s not just the way you look, it’s about your per­sona in front of the cam­era and how you are able to move, and that is just some­thing she will have to find for her­self,” Craw­ford says. “i just help guide her more on what I think she should do and should not do at this stage of her ca­reer and just to re­mind her, ‘Honey, you are only 15. You have so much time, let it un­fold in a nice way.’” Craw­ford would know.

Mol­davita watch, 1964. Omega Grand Luxe watch, 1956. Brooch watch, 1957.

Cindy Craw­ford.

Watch with a se­cret com­part­ment, 1967.

With daugh­ter Kaia Ger­ber.

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