The face

YStyle exclusive: Coco Rocha

MANILA, Philippines - How does one begin to explain an obsession with Coco Rocha? They say she’s one of the last true “supermodels” — American Vogue dubbed her industry rise as the “Coco Moment”, a return to the cult of personality during a post-Cindy, post-Naomi world of nameless doll-like models.

She set herself apart as the undisputed queen of pose (from averaging 50 poses in 30 seconds, to having produced a 2000-page on the very subject), a pioneering “Insta-girl” with her prodigious command of social media. A discovery by star-making photographer Steven Meisel; a fashion femme fatale to this Tumblr-generation; and an icon to each and every gay man with an Internet connection — Coco Rocha is a legend in her own right, and she recently flew to Manila for a one-night only event to celebrate the coming of World Whisky Day as the global brand ambassador for Johnnie Walker.

In celebration of the timeless and glamorous allure of whisky and Scotch, Diageo kicks-off the worldwide Scotch Movement in the Philippines with #LoveScotch held at Revel at The Palace, together with international top model Coco Rocha and Johnnie Walker brand ambassador Raymond Gutierrez.

Coco Rocha steps it up for Johnnie Walker and YStyle has the exclusive. On her auspicious beginnings with Vogue Italia, the aftermath of the “supermodel” moment, and her new found love for ginger whisky — we take a crash course in fashion history with the woman of the moment herself.

YSTYLE: Throwing it back to the beginning, what was it like working on a cover for Vogue Italia as your first time?  

COCO ROCHA: How was it, you ask? It was amazing. That first time with Vogue Italia was something. Usually a casting for a photographer goes like, you meet them, you meet their team, they see you and if they like you — they may do a shoot with you.

For me, I met Steven Meisel’s team in New York (he was living in California at the time) and how that went, he asked me to come without seeing me and next thing I knew I was shooting for the cover of Vogue Italia.

Fabulous.

Steven Meisel booked you for your first major shoot, what was that like?

It was surreal at the time because I didn’t really know who he was, what Italian Vogue was or what any of it meant. (Makeup artist) Pat McGrath, (hair artist) Guido Palau, (stylist) Edward Enninful — I had no idea. Even all the models there: Gemma Ward, Lily Donaldson. For me, at the time, I really didn’t know any better and after educating myself down the line. I was like, wow. That was a pretty big deal!

That set the tone for the rest of your career.

It set the tone, exactly. But actually, I really started out in New York but it didn’t go so well — I ended up in Taipei, then Singapore. I came back and then that casting happened — then yeah, for sure. Steven Meisel made my career after that.

You’ve mentioned in some of your interviews that back when you were beginning as a model, girls then weren’t encouraged to have a personality. That you were hired because of a certain look. Who would you say were the girls of your era?

The models of my era — they’re still around, I feel like. We had Sasha (Pivovarova), Gemma (Ward) — Gemma came a little bit before me — but yeah, Lily Donaldson, Doutzen (Kroes), Hilary Rhoda, Caroline Trentini, Behati Prinsloo; there was a lot of them but they still work, they’re all still fabulous.

My time saw the aftermath of the supermodels. So here was an era of models where you didn’t quite know their names but then, at the same time, we realized we needed to show more of ourselves to continue. That’s why these girls managed to progress, and they continue to work because they managed to translate their personalities through more than just modeling.

The rise of social media only came to help that cause.

Between shooting hundreds of covers, pulling off an Irish jig on Jean Paul Gaultier’s catwalk, television stints, the promotion of your book, or the long tenure of editorial work in your entire career — do you have a shoot that stands out to you? A favorite?

It’s hard to say favorites because that’s like asking, who’s your favorite child? They’re all my favorites. But then again, there have been many moments I’ve loved.

What comes to mind?

There was Vogue Italia, my first shoot with Steven Meisel. Then the American Vogue models cover. Then working with Jean Paul Gaultier, dancing down the runway — many times. Steven Meisel had a shoot with all his favorite models — to be in the limelight with the likes of Linda Evangelista, Naomi Campbell, Christy Turlington — that was surreal. There have been many moments.

Between purely editorial, commercial work, and what have you — how do you choose the projects you pursue?

Well, right now we do have our own clothing line called Co+Co, so that is definitely a huge part of the Coco brand.

But how do we choose? It’s just figuring out what’s right for us, a project that gets us very excited. James’ (Conran, Coco Rocha’s husband) background is painting and murals, and of course, he manages my career now — anything that gets us excited creatively and something we realize might turn out to be a fun project, then we both get on board together. The feeling has to be mutual.

Do you prefer working in editorial rather than commercial?

It depends! But I always love a good story, if the runway has a great amazing story like Gaultier has, or like Galliano had back in Dior — that sort of thing gets me really excited. If a fashion shoot is directed with a great storyline in mind also, that gets me excited.

Not that shooting on a white background is bad (laughs) but, you know – it’s just the mood, the setting. I just love to perform.  That said, what was it about the #LoveScotch campaign that attracted you to the project?

I’d have to say, the family behind it all — they’re just nice people, they’re really true and kind human beings. When I was introduced to scotch and whisky, I think that the most common thing people were saying to me about it was “Really? You’re a woman who likes whisky?”

It’s 2016 and what does that even mean? What are we really talking about here? It does get this weird persona that whisky is a man’s drink and it’s not even just a man’s drink, it’s a certain type of man. So I was attracted to the notion of promoting the idea that whisky is everyone’s kind of drink.

I personally prefer ginger whisky. For the people out there who are still on the fence, ginger whisky is a great drink and I’ve got a lot of my friends drinking it. And if that somehow figures into your next question — what’s my favorite drink? — ginger whisky is definitely it.

What would you say is next for you, your brand and Co+Co?

Next for us immediately? We’re going to India. We’re heading out there as our next stop for #LoveScotch, it’s actually another place where I’ve never set foot. James has been there, just for fun, but it should be interesting because also, on May 21, we’re celebrating whisky day and we’ll be there in India for it. It sounds like it’s going to be a lot of fun because we’re heading out to different pubs. Like a pub-crawl with a number of Bollywood actors and actresses, and they won’t know — we’ll just pop in and have a drink. Surprise!

And finally, what would you say the word “supermodel” means in 2016?

I think the word is overused. There was only one era of supermodels — and they weren’t born in the ‘80s, they lived through the ‘80s. And I think, for my era, it is so kind to be called a “supermodel.” And sometimes you just kind of laugh at the idea, but I think that it’s just an era, it’s just a moment.

Unless your name is Linda Evangelista, Cindy Crawford or Christy Turlington — you’re not a supermodel. I just think that, it’s loosely used now. Including me. I just don’t think — thank you for the title — but I just don’t think any of us should have it. I call them “top models,” if that makes more sense.

Speaking of top models, you should have a TV show again.

Would I do a TV show again? Yeah, I would! The right project just hasn’t come yet.

You need a TV show. I loved you on The Face.

Thank you! I hope you were on my team.

Definitely #TeamMargaux all the way. Thank you, Coco!

Would you still say that even if Naomi was right here next to me? I hope you do. Thank you!

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Diageo invites everyone to join the global movement on World Whisky Day. On May 21, Filipinos are encouraged to have a dram of Johnnie Walker Black Label, Johnnie Walker Gold Label Reserve or The Singleton of Glen Ord 12 Year Old, and post a #LoveScotch selfie with their drink. Under the #LoveScotch tag, millions of Scotch lovers on World Whisky Day will come together to toast to drinking better and the people whom they share a drink with.