With parents like Mick Jagger and Jerry Hall, it would be hard for a girl not to be striking — and that’s certainly the case with Georgia May Jagger.
This story first appeared in the September 20, 2010 issue of WWD. Subscribe Today.
The 18-year-old model-student burst onto the fashion scene in the last year with a splashy advertising campaign for Hudson Jeans and a Rimmel London cosmetics contract. At the Coterie trade show starting Tuesday, Los Angeles-based Hudson will unveil a co-branded line of denim with Jagger that retails for $180 to $350.
“It’s about 20 [stockkeeping units] and they are more fashion forward than the core Hudson product,” said Peter Kim, chief executive officer of Hudson Jeans, which is on track to grow sales by 20 percent this year. “The fact that Georgia is the daughter of a British rock star and an American supermodel just made so much sense with our brand, with our Union Jack logo and L.A. roots.”
The youngest Jagger daughter talked with WWD via transatlantic phone call.
WWD: How are you and where are you calling from?
Georgia May Jagger: I’m in London. I’m out bike shopping. It’s my brother Jimmy’s birthday today, so I’m getting him a high-tech bike that charges and is solar powered. I’m moving to New York this fall so I came back for a bit to see my friends. I’m starting school in New York…SVA [School of Visual Arts] studying photography and art and life drawing. I’m living with my sister, Lizzie, so it will be cool.
WWD: How did this line with Hudson come about and what was the design process like?
G.M.J.: I’m really surprised that so early in my career they allowed me to do this dream, design my own stuff. The Hudson people approached me about doing the line. They asked me to get my inspirations together. I got a bunch of pictures and vintage jeans of my mom’s, and I did some sketches — I do art, so they weren’t that bad, but they weren’t amazing [laughs]. I wrote a lot of details and notes on them. My jeans are a totally different cut than the usual Hudson jeans. It’s a stretch denim and a higher cut on the hip, which I like because I’m a bit shorter, so I like that elongated leg thing. And they’re really good on the bum, as well. For me it was really important that they be from a woman’s point of view so I asked all sorts of women — my mom and friends and family — for their input.
WWD: I understand that you’ve done some lace-up and zipper details on the designs?
G.M.J.: Yes, the idea was inspired by Guns & Roses. I really like the leather pants that they wear and I’m always looking for a great pair of motorcycle pants, but always find they cost $2,000 and they never fit right in some places. So the idea was to have black jeans but with the aesthetic of leather pants. So there’s one jean that has suede lace-ups down the side, like a crisscross thing. They are very cool and rock ’n’ roll. But they are quite comfortable.
WWD: Your ads with Hudson are pretty provocative. Were you comfortable with that?
G.M.J.: In the beginning it didn’t come naturally to me. I felt very self-conscious about it. But as I’ve modeled more, it becomes less of a big deal. I enjoy the whole process and I like meeting people and I’m very interested in photography and lighting and I learn a lot from the photographers that I work with.
WWD: Down the road, would you consider working behind the camera or do you want to keep focusing on modeling?
G.M.J.: I’d like to do both. My sister calls it “modelgraphing” [laughs]. But school is my main focus now. I never put modeling in front of my education. I just did my A-levels [Advanced Levels] and I did pretty well, considering that I was sort of flying around the whole time and not sleeping very much because I was working.
WWD: You also have a Rimmel cosmetics campaign, walked the Chanel cruise collection show this year and have a big shoot in the September issue of W. Was fashion something you were always interested in growing up or did it develop more recently?
G.M.J.: I’ve always loved clothes and fashion and I always saw my mom look really glamorous and it was amazing. But I never thought I would do modeling. I’m just so lucky that I’ve been given all these opportunities because I never really thought it would go in that direction.
WWD: What do your parents think of your fashion work?
G.M.J.: I think they are really proud of me for finishing my high school education at the same time as doing all these campaigns and all this work. And I think they are really happy that it’s opened these new doors for me, like designing. My mom is so excited to wear my jeans. She always clips out the magazines I’m in and keeps a big scrapbook of me and Lizzie. Now I know so much about jeans. I went to the factory in Los Angeles and I saw how the denim gets dyed and how the fitting process works. I mean, I didn’t even know that with stonewashed jeans they actually used real stones.
WWD: What other projects do you have coming up?
G.M.J: I’ve got a shoot in Purple coming out later this fall. And in November I’m going with my mom to Australia to help launch Invisible Zinc [a sunblock product].
WWD: Why did you decide to move to New York?
G.M.J.: I always said when I finished school I wanted to move from London for a change of scenery. The art schools in New York are really great and I like the whole atmosphere there. In London, everyone goes home at 6 o’clock and all the shops close. I like how in New York people are always doing stuff.