There’s modeling, and then there’s Modeling. At the top of the profession is a rarified group, made up almost entirely of women, the “supermodels.” They are exposed at one time or another to nearly every pair of human eyes on Earth, whether or not you know their names. A lot of people have heard the name Kylie Bax over the years, and for sure, millions have seen her grace the covers of more than 20 international Vogue issues, Elles, Marie Claires, etc, and have seen her model the runway and in campaigns for many of the world’s greatest names in high fashion. To list them all would be gratuitous but suffice it to say, Bax knows what it means to imbue objects of fabric, metal and stone with that elusive & emergent property called “style.” She knows modeling, knows the business, and business has been good.
On first sight (in person), if not for the New Zealand accent, you’d be inclined to guess her birthplace was Themyscira (I’ll just let you Google that one). Now a mother of two and married to world-renowned photographer Spiros Poros, Bax and husband are making a foray into a whole new side of the fashion world, with a line of children’s boots & apparel called Moro Moro.
Bax grew up in New Zealand on a horse-breeding farm, and got her first taste of promotions making home-made brochures to market the family’s horses to potential buyers. She recalls, “They were just made up pamphlets with pictures and pedigrees that I made and sent out worldwide to the most influential buyers. Everyone seemed to enjoy getting a home-made marketing brochure, at least that's what the smile on their face told me and I was getting to know all the big buyers from this style of marketing.”
Examiner.com: So how did a girl growing up on a horse-breeding farm first get involved in fashion?
Kylie Bax: My Mother was a beauty queen in her hay day. That's where I learnt a little about makeup and hair ... I had never picked up or even seen a Vogue before I was 17. I had no idea about fashion, magazines, models or designers. No idea. The only model I liked when I was 17 was Linda Evangelista. I started modeling because I thought it would be a good stepping stone for what I was studying (marketing), but since I started it I never had any intention to fail. I was determined to go to NYC and learn as much as I could and be as successful as I could as fast as possible. Steven Meisel made me his main model for many years. I worked with the best of the best. I am very honored to have worked with some of the greatest photographers ever.
Examiner.com: Aside from technical and artistic mastery of the craft, what in your eyes makes a photographer "great," particularly as it relates to working with models? For example, what was it about Steven Meisel and the way he works that brought out the very best in you as a model?
Kylie Bax: Each photographer has their own vibe and presence that they bring to their shoots. Steven Meisel is a teacher. He teaches everyone on set something about their craft. He has an amazing way to bring out everyone’s best in themselves . I love it when a photographer lets me create my own movement and feeling to the images. By that I mean he doesn't restrict me in his or her own ideas but rather gives me a direction and lets me work within those boundaries freely.
Examiner.com: You've been a fixture in high-fashion for years, walking the runway for the world's most prestigious lines, gracing the covers of countless issues of high-end fashion magazines.... You could launch a label of probably any type you liked... Why a children's line? Is Moro-Moro going to be childrenswear and shoes, or exclusively shoes?
Kylie Bax: Spiros and I have wanted to make a kids line for many years. Finally we decided to utilize my New Zealand culture and make the ugg boots our signature. Spiros does art work to come up with some fantastic art for our boots. Then I work the business side. We want to create a small kids line with unique and different articles. It won't just be limited to shoes.
Moro Moro had an auspicious launch event in LA, gracing the windows of the Ron Robinson store at Fred Segal centers in Santa Monica. “I rarely see this many people show up for a product launch,” a sales clerk told me. On a sunny, 83-degree day in mid-December, I caught up with Bax at the world-famous retailer, hobnobbing with the likes of Hilary Duff and former Gen Art Director Jen Egan. According to Bax, it’s been a real learning experience getting a label to market. “My ‘super-model’ status has helped me get attention for the brand, but everything else about this whole business we’ve had to learn from scratch. It's totally different."
Family, it turns out, is as much interwoven into the Moro Moro enterprise as it is in her life in general. I asked Kylie about her family life in an offhand, very casual way. Her reply? “I can tell you that my life as a woman began when I became a mother. It really explained to me why I am who I am and why I’m on earth: My children.” I was struck by the moment, for its ones like these that give you a window through the “supermodel” monikers , paparazzi banners and flash-bulbs.
Kylie Bax: “My first child,” she went on, “I think I was completely shell shocked. I was ecstatic but in shock that I was now responsible completely for another life and it was my co-creation and how did I manage that?!! I was in awe that I had actually done what millions of other women had done, given birth and now an added responsibility of "mommy" in my life ahead! With my second I was obviously more relaxed and when she was born I rememeber her looking so intensely into my eyes like she was consuming me. She was looking at her mommy for the first time and putting that voice she was hearing when I was pregnant , with a face. That is something I won’t forget: the long stare right into my eyes when they first laid her in my arms.
Examiner.com: What's it like being able to share the passion for a creative business project with your husband? How closely do you collaborate on the line?
Kylie Bax: We have two daughters and we enjoy their enthusiasm when they see the uggs. The name is something I came up with because it was one of the first words Spiros taught me in Greek. "Moro" meaning baby. Spiros and I work well together in business. I've handled every aspect of the business from sourcing, manufacturing, distribution, you name it, while Spiros handles the creative side. He's really such a talented artist that I could never have done any of it alone and I like to believe he couldn't do it without me. ... It has really added another dimension to our marriage. These uggs we really believe in and we have worked very hard for the quality to be impeccable and the shoe to be trendy and cool for the kids’ feet...
Examiner.com: As far as the artwork and the wear & feel of the Moro Moro line, what sets it apart? When you and Spiros got into this, what did you feel was missing from children's shoes and fashions that you wanted to provide?
Kylie Bax: Spiros definitely wasn't conservative on the art work, something we both decided should be fun and cool for the kids. Kids love to look unique and also have fun with their clothes . The boots are fun. The colors are fun and the art is full of interest. In general I find kids love shoes. Especially shoes that they can put on themselves, and they can mix and match according with their outfit as we have 5 amazing colors. Uggs go with everything!
Underneath the Amazonian glamour.... lies a doting mother, who loves her uggs.
Moro Moro Uggs can presemtly be found in-store or online at the Ron Robinson store at Fred Segal Santa Monica, and Babesta NYC.For PR and sales inquiries: Jennifer Egan | jen@jenegan.com | www.jenegan.com.
And don't miss a look at Spiros Poros' amazing work at www.spirosporos.com
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