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
“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.
Watch with a secret compartment, 1967.
With daughter Kaia Gerber.