As co-founder and CEO of Good American and founding partner of Skims, Emma Grede is willing to do a lot for the Kardashian-powered brands. Uproot her family from London to L.A.? Yes. Obsess over the fit of a garment until it’s perfect? Absolutely. Hop on Zoom for this interview, minutes after someone in her household tests positive for COVID and everyone is scrambling to follow safety protocols? Not a problem. But appear in an ad campaign for Good American’s bodysuit range or flood her Instagram feed with selfies in a Skims bralette? Don’t hold your breath.
“I’m just not that girl,” Grede says. “I can’t do that stuff. And I think that’s probably one of the reasons my partnerships with the girls work out so well because they do that. I never think about myself as a face of the brands—I’m the brain of the brands.” How that came to be is a story that starts in East London’s Plaistow neighborhood, where Grede was raised by a single mother alongside three sisters.
Diese Geschichte stammt aus der April 2022-Ausgabe von ELLE.
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Diese Geschichte stammt aus der April 2022-Ausgabe von ELLE.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
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The night before the Opening Ceremony of the 2024 Paris Olympics, Tyla was unusually calm. The South African singer was about to give a surprise performance at the Prelude to the Olympics, held at the Fondation Louis Vuitton and attended by celebrities from Zendaya to LeBron James.I was asked to do the event by Pharrell [Williams, Louis Vuitton Men's creative director], so it was insane-an instant 'Yes, she says. Sometimes I'm nervous, like I'm really nervous. But this time, Tyla looked forward to the show the entire day.
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