BEAUTIFUL HUMANS

GAIL ELLIOTT
British fashion icon Gail Elliott is one of the original supermodels of the '90s. Star of the runway, she worked with the most celebrated designers and enjoys a career that has spanned over 24 years. Gifted with incredible fashion flair, Elliott has established a name for herself as a strong and successful fashion designer. Her international brand, Little Joe Woman, which she runs with her husband, Joe Coffey, has been praised by the media and her dresses are worn by numerous celebrities such as Cindy Crawford, Helena Christensen, Elle Macpherson, and Nicole Kidman, to name a few. Based on the paradise island of Bali, Gail Elliott and Joe Coffey are currently expanding their business into hospitality with the opening of The Brawa, a luxurious boutique hotel.

By Victoria Adelaide I March 11. 2019

Victoria Adelaide: How do you think your career as a top model shaped the fashion designer and creative that you are today?

Mrs Gail Elliott: I was extremely fortunate to enjoy a long and successful career as a fashion model for 24 years in the late '80s and '90s and had begun to feel a need to express my knowledge, thoughts concerning fashion, and my feelings creatively. Having worked as a fashion model with all the most talented designers of that time, I came to appreciate quality, luxury and how beautiful clothing makes a woman feel. My first designs were simple slip dresses and camisoles-pieces I couldn't find in stores at the time. I started with six silk slip dresses and six silk camisoles in six colors. These have been staples in every collection because they are feminine, flattering, can be worn with many other pieces of clothing, and always look current and stylish. A slip dress never dates and can be worn alone or with a denim or leather jacket, with heels, flats, boots, under a coat, for day or for evening, in flat solid silk, in shiny silk sateen, or in a print. A silk camisole can be worn with jeans, leather pants or skirts. Both can be worn out, to lounge in at home, or to sleep in. They are the most versatile pieces in my wardrobe and I have them in many colors. In the current collection, I've produced them with matching silk, Chantilly lace-trimmed panties in jewel colors. They're gorgeous.

VA: In 2002, you created the fashion brand Little Joe Woman with your husband. What kind of feedback did you receive from the fashion world on you being a top model turned fashion designer?

GE: Many in the fashion world were supportive of my first collection as a fashion designer. The first major boutique we sold to was Browns Fashion on South Molton Street in London. I called to make a buying appointment with the legendary owner and buyer, Mrs.Joan Burstein and I got one immediately. She'd seen me on runways in Milan, Paris, London, and New York for many years so I assume that's why she took the meeting. We're also both British, so that could have been another reason. I had no idea how to present a collection and my husband and I literally took a bag of san1ples to the store, laid them out on the counter, and Mrs Burstein ordered every piece. Nowadays, presenting a collection is different. You need a contract with a sales agent and show from their showroom; you need P.R. and a monthly retainer, all of which is costly for a designer who is starting out Some magazines were also supportive by giving our brand attention. Many of my girlfriends wore my slip dresses and still do, such as Cindy Crawford, Helena Christensen, and Yasmin Le Bon-who were also my bridesmaids 20 years ago-, as well as Elle Macpherson, Naomi Watts, Nicole Kidman, and Miranda Kerr. They have all been supporters of the brand.

VA: What's your creative process and where do you find your inspiration?

GE: My creative process and inspiration happens constantly. I'm inspired by my daily life, things I see, people I meet, the places I travel to, and conversations and experiences I have. I design for myself, my friends, and for my customers, and gather information for the next collection, months before we have to put it down on paper. I love to wear dresses, as they're so easy to throw on, feel polished in, and go. My customers tell me the same thing, that the design of my dresses make them look and feel confident and that they're ready for any situation whether it's going to the office, a Friday lunch, dinner date, a business meeting, or for cocktails. It's so easy to add a silk blazer, denim or leather jacket, flats, heels or ankle boots, a great bag, and shades. My goal is always to design pieces that make women feel confident and, in turn, make them feel beautiful wearing delicately feminine pieces sprinkled with rock-chic glamour. People often ask me: who is the Little Joe Woman? She's a mix of my friends and women who inspire me. She appreciates a little luxury, she's chic, she's subtly sexy, she's a busy person, and she enjoys travel and loves life-just like me. It's always a thrill to receive feedback from customers, see online orders come through, or meet customers in-store. Everyone has a choice in what they wear; so, when I see someone wearing something I've designed on the street or on Instagran1 or even seeing someone carrying our shopping bags, it's very exciting and is such an honour.

Photo: Myles Pritchard