Gail Elliott rose to fame in the 1980s and continues today to enjoy a stellar career as one of the world’s top models. Nowadays, while travelling the globe on modelling assignments, Gail also gathers inspiration for her ever-growing fashion label, “Little Joe by Gail Elliott.” Here, she chats with Di Cant about the feminine, flattering, versatile and luxurious brand that she established in 2002.
Q: Gail, what a fabulous journey from supermodel, darling of the magazines and photographers, to now designer/retailer for Little Joe. When and where did all this begin?
A: It all began when I was 17 years of age in London. I worked as a model for 6 months there before moving to Japan for almost two years. I'd planned to go to Tokyo for just two months but ended up staying for much longer than I’d intended. It was a great place for me to learn the business, earn well and get a good model portfolio together before taking off for New York, which I did at age 19.
When I got to New York after having lived in Tokyo I had the ability to be independent – I bought my first New York apartment at age 21 and worked with all the most talented photographers of that time, people like Steven Meisel, Patrick Demarchelier, Peter Lindberg, Helmet Newton and many, many more for all the important magazines – Vogue, Harpers Bazaar, Marie Claire and Elle, to name a few. I also did all the fashion shows for many years in NYC, Milan, Paris and London with all the greats, including Calvin Klein, Ralph Lauren, Donna Karen, Valentino, Azzedine Alaia, YSL, Chanel, Karl Lagerfeld, John Galliano, Comme Des Garcon, Yoji Yamamoto, Dolce & Gabana, Anna Sui, Marc Jacobs, Tom Ford for Gucci, Dior and Chloe.
We used to work so hard and fly around the world constantly – in Europe one time I stopped in four countries in a day – but I have so many great memories of all those years! Working for 20 years with all the most talented designers and fashion editors essentially taught me about fashion and how to wear clothes. It also taught me how clothing should look and feel good on one’s body, which led me to design for our line, Little Joe by Gail Elliott.
It started with an idea – just six slip dresses and camisoles in six colours – and has grown in almost five years to designing three full collections a year, wholesaling to over 80 boutiques and department stores worldwide and now to opening with my husband and business partner, Joe Coffey, five stand-alone Little Joe by Gail Elliott boutiques in Australia, with two more planned to open by June 2008 and more plans to open in California not long afterwards. We have also just launched our e-commerce online store www.littlejoeny.com, which keeps us both extremely busy.
Q: Gail, your model friends were, and still are, Cindy Crawford, Helena Christensen and Elle Mcpherson. What was it about your generation of supermodels that made you so fashion and business savvy – each of you having gone on to design and sell collections, and run big businesses?
A: I guess some people just have that ability… Cindy has always been very smart with her business ventures. She started Meaningful Beauty, her skin care line, five years ago and it has been incredibly successful. Cindy sells it exclusively on USA television's Shopping Network. She has recently launched Rooms-to-Go, again an incredibly successful furniture concept specialising in good quality and design furniture that is available “to go” – no 8–12 week lead time. They cater to different USA states since people in the Mid West, Miami and Texas, for instance, live in very different style homes. Helena has become a very talented and well respected photographer and Elle's Elle Macpherson Intimates line and Body Care line for Boots of London is, as you know, a huge success. Christy Turlington is also a good friend and savvy business women with her Yoga clothing line Nuala for Puma and Sundari Skin Care line. It's fun and interesting discussing our businesses and watching everyone’s grow.
Q: I read recently that you learnt a lot from going to model fittings for the shows and observing how the masters would cut and fit their garments. From whom did you learn the most?
A: As I mentioned above, I worked with all the most talented designers in the world for many, many years and after all this time in fittings you can't help but learn from them. It's whether you choose to take it that step further and use your knowledge, which is what I'm doing.
Q: Which of the big international brands inspires you most, and why?
A: The only person I didn't work with at the time was Roberto Cavalli. He was around then but didn't show so I guess that's why none of us had heard of him. These days he's one of my favourite designers. I love his clothes and he so inspires me. I love wearing his clothes, too. They make me feel so feminine, sexy, sweetly vulnerable and strong all at the same time.
Q: Do you only wear your own label?
A: I wear our Little Joe by Gail Elliott label most of the time, but I have a huge collection of vintage clothing from Azzedine Alaia, Chanel, Georgio Di Sant Angelo, Paco Rabanne, Versace and Gucci and the designers I used to work with that I wear to black-tie events.
Q: What was your biggest fashion moment as a supermodel?
A: I once had five fashion stories in one single issue of American Vogue.
Q: And what was your biggest moment as designer Gail Elliott for Little Joe?
A: Every moment is big – it’s a huge learning curve. It’s fun and interesting and great to have our own company. Working with my husband is a pleasure – we’re very lucky to be able to do this and travel together and speak of it often to remind ourselves.
Q: The name of the brand and the boutiques is very interesting. What inspired that?
A: It started with my husband, Joe Coffey, as “big Joe” and “Little Joe” was my baby.
Q: Do you still get included in the “invited guest” lists for the Paris, New York and Milan fashion shows? If so, which is the best?
A: I don't really get invited to the shows anymore since I'm hardly there – occasionally, I go to the Calvin Klein, Anna Sui and Marc Jacobs shows when I'm in New York but I haven't been to Paris or Milan for ages. We do go to wonderful events though and a couple of weeks ago went to the Murikami Event in Los Angeles. It was a sit-down black-tie event for 1000 people and had a very interesting mixture of guests from the art and fashion world. Our table of 10 included Cindy Crawford and Tom Ford. At the table of 10 next to ours sat Naomi Campbell and Marc Jacobs. There was Larry Gagosian, Peter Morton, Richard Saks and Tony Shafrazi (all huge art dealers or collectors) and the list goes on. It was a wonderfully glamorous night and a very special event. And I wore a black vintage Alaia dress with Christian Loubuton heels, in case you were wondering!
Q: From the amount of travel you have done and still do, you must now be good at packing the perfect travel wardrobe. What garments and accessories are in that suitcase?
A: I am pretty good at packing and generally take my favourite things, which I know I'll enjoy, and that all look good together. Our Little Joe by Gail Elliott silk pieces are very easy to travel with. I wrap them individually in plastic sheets from the dry cleaner so they don't crease. If they happen to get slight creases I hang them in the shower to steam. I also tend to layer so take fine cashmere sweaters and cardigans as well as fine cashmere scarves. I love handbags and shoes and have far too many! I always take at least one black dress and travel with my Apple computer, BlackBerry, ipod, books and magazines.
Q: Gail, you are much photographed for your style. Explain your personal style please.
A: Effortless, timeless, glamorous, modern elegance.
Q: James Street precinct is very buzzy and stylish, and is perfect for your boutique. What made you decide to open a store here? And will Brisbane always get the whole collection plus other brands you are stocking? What brands will they be next season?
A: My husband makes all the decisions regarding our store locations. I give my input on the feeling and interiors of our stores but he’s very good with real estate – he always just seems to know or somehow is attracted to the next great area or building. He’s the person behind the locations of all our stores and our homes. We loved Brisbane the first time we visited and Fortitude Valley reminds me so much of California, which I also love. The Malouf brothers have been so clever with what they've done around the James Street area where our store is. There are outdoor restaurants and cool cafés and there's a huge specialty food store with everything in the way of fresh food and wine you could wish for – I wish they’d open one in Sydney, where everything is within walking distance.
Our Little Joe by Gail Elliott store is right in the centre of the buzz and is a beautiful space that, of course, carries our full line as well as my favourite labels from Los Angeles, New York and London, like Park Vogel T-shirts, LAMade, Garcon, Rich & Skinny, Hudson, and J Brand Jeans, Marc Jacobs and Joseph Perfume, Carolina Barbieri Jewelry, Tigerframe Jewelry and many other great labels – I’d wear everything in our stores and sometimes feel like I'm walking into a huge wardrobe.
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