Cindy Crawford On Owning Your Career And Taking Charge Of Your Narrative

Cindy Crawford has graced the cover of Harper’s BAZAAR Singapore on three different occasions (December 2005, September 2011 and February 2020). January 2024 marks the supermodel’s fourth cover since that first time, nearly 20 years ago. In a barrier-breaking career marked by countless milestones, from high profile campaigns, music videos and commercials to her own beauty line, it’s nice for a title to have that personal connection to one of the most famous and well-recognised faces in the industry.

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The first question I ask Crawford is how her relationship with BAZAAR’s editor-in-chief Kenneth Goh first began. “I first met Kenneth in 2005 in Kuala Lumpur. I was there with Omega watches and had the opportunity to do a BAZAAR cover with Kenneth and photographer Simon Upton. We shot at a cool, old mansion called Carcosa Seri Negara. We all had a great rapport and I loved the images we created. We have had the opportunity to work together three more times since then and also, Kenneth and I run into each other in Paris and other places during fashion events,” she shares. 

Crawford was most recently spotlighted in the Apple TV+ documentary The Super Models alongside her fellow supers: Christy Turlington, Naomi Campbell and Linda Evangelista. Growing up in the era of supermodels and revisiting the imagery alone was a nostalgic experience for me as a viewer, so I can only imagine the impact going down memory lane must have had for the four women themselves. Beyond just chronicling the time when the fab four reigned as fashion icons and perhaps, the original influencers of their time, the documentary was a way for the supermodels to take charge of their own narratives and the way they were characterised (and even mischaracterised) by the media. 

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Says Crawford, “The most exciting thing about the documentary is that the four of us produced it. We felt like there is so much nostalgia for our era and that we wanted to have a voice in telling our story. It was so great reconnecting and spending time with each other and looking back on that time through the lens of time and experience.”

Crawford acknowledged that spending time with the three women was one of the best parts about doing the documentary. “I loved hearing each of their stories and recollections. Of course, I was very moved by all Linda has been through. I also learned a lot from Naomi’s story. Even though I was around at that same time, hearing Naomi explain how she was often paid less than the other models was painful and a reminder of how we all need to stick together to be inclusive.”

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Although Crawford jokes in the series that she may as well now be known as Kaia’s mother—her daughter Kaia Gerber is an ultra-successful model today—anyone who grew up in the ’90s knows just how groundbreaking a career Crawford has had. Dubbed the quintessential all-American beauty, Crawford literally grew up working in the cornfields of DeKalb, Illinois as a teenager, but transcended her self-described blue collar roots to attain not just commercial success, but true brand name recognition.

In the ’90s Crawford had an exercise video, makeup book and a movie—all things a traditional runway or editorial model might not necessarily think to branch out to. She was a brand before branding became a buzzword, and in hindsight, the business-savvy model and entrepreneur was breaking ground for the countless women who came after her. She also brought fashion to the masses via MTV’s House of Style at the time when cable TV was the main cultural touchpoint for a lot of consumers. Crawford also parlayed jobs into long-term partnerships with top brands. “It wasn’t deliberate at first but as my career progressed, I found that companies like Pepsi and Omega were willing to invest in me and have long-term relationships as opposed to always wanting the newest hot model. I have been with Omega for almost 30 years and doing House of Style on MTV helped broaden my audience.”

Although Crawford’s career is an almost textbook example of diversifying and future-proofing, she demurs that it was never a calculated move on her part. “It was never part of a big plan, but it evolved as my career evolved. After learning ‘the ropes,’ more and more, I wanted to have more say in the projects I was doing as well as create my own things.” 

When Crawford first started her career working with photographers like Victor Skrebneski, she was sometimes dubbed by casting directors or agents as Baby Gia, in reference to the late model Gia Carangi who was a successful face in the ’80s. But it is undeniable that she made an impact with her own signature look: healthy, sun-kissed and classic beauty with enviously voluminous hair and that unforgettable beauty mark. When I ask Crawford what she thinks made her successful, her response is thoughtful. “Look, a lot of success as a model is having the right look at the right time. But I think that some of the things that also contributed to my success were being on time and being prepared. I also understood that modelling is a skill and something that you can get better at.” 

Today, away from the bright lights and buzz of the fashion capitals, Crawford takes inspiration from a different city. “I am inspired by the LA laid-back lifestyle, travel, the beach and being in nature, and my daughter Kaia.  It’s been fun revisiting the fashion world with her!” Crawford, who is married to entrepreneur Rande Gerber and has another child, son Presley, is invested in carving time for her own pursuits. “I am most interested in living a balanced life. Time for family, friends, work, philanthropy and self. I want to continue to learn and grow and also, take time to slow down and enjoy all I have.”

If she does take on a project or campaign, it is a considered approach on Crawford’s part, who after all, can afford to be picky. “At this point, I look at so many aspects of every opportunity. Of course, I need to love the product or magazine. I also want to make sure that the values are aligned with my values and brand. And finally, I want to make sure I have a great day, so the team is very important!”

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One of her longest-term projects has been on her brand Meaningful Beauty which she co-created with Dr Jean Louis Sebagh two decades ago. “I’m so excited to be celebrating 20 years of my skincare brand Meaningful Beauty! I originally created this line to share everything I learned about maintaining my skin from French anti-ageing and cosmetic doctor, Dr Jean Louis Sebagh. He had created a special ‘cocktail’ for skin that included super-antioxidants, including a special antioxidant from a French melon. My skin transformed after one treatment in his Paris office. I wanted women everywhere to have access to his unique formulas,” she says. 

Her go-to product is the Youth Activating Melon Serum made with the brand’s exclusive antioxidant as well as melon leaf stem cell technology and peptides. “It’s so light and gives my skin a beautiful glow.” And what does the woman with one of fashion’s most memorable manes use for her own hair?  “Of course Meaningful Beauty’s shampoo and conditioner are both great and treat the signs of thin hair, but I especially love our scalp spray which helps maintain a healthy scalp,” she shares. 

For a woman who has experienced countless fashion firsts and worked with the best designers, it is perhaps hard to pick one show-stopping moment. Fittingly, her greatest fashion memory coincides with the ending of The Super Models—a re-enactment of the original, iconic runway walk where the four women lipsynched to a George Michael hit song. “The most memorable show was without a doubt the Versace show in 1991 where Christy, Linda, Naomi and I did the finale walking to ‘Freedom’ by George Michael. It was one of those moments you knew was special… even as it was happening.” 

Editor-in-Chief: Kenneth Goh
Photographer: Yu Tsai
Stylist: Deborah Afshani
Fashion: MCM
Hair: Rob Talty/Forward ArtistsArtists
Makeup: Melanie Ingelessis / Forward Artists
Manicure: Shigeko Taylor / Star Touch AgencyStar Agency
Producer: Trever Swearingen
Production assistant: Jack Morris
Digital technician: Luis Jaime
Photographer’s assistants: Embry Lopez, Calvin Mendez
Assistant stylist: Margrit Jacobsen
Stylist’s assistant: Madison Walker