LG: Clean-and-Go Fashion Forever
Whether you’re a mom or a model walking the runway, you’ve got laundry. And whether your style is high fashion, low fashion or right in the middle, eventually, your clothes need to be cleaned. Who better to ask for advice than Coco Rocha? A supermodel with kids and her own agency, she’s now partnered with LG for the Ultimate Laundry Room Tour.
Interview by Victoria Scott
First noticed at an Irish dancing competition when she was just 14 years old, Coco Rocha says she just laughed. “When this man asked if I had ever thought of modelling, it was just a laugh for all of the kids,” she says. “To us, a model was older, sophisticated, gorgeous, and I was just this dorky 14-year-old Irish dancer.” But she had the courage to say “Yes” to the opportunity, and 15 years later, she is still modelling and is now the owner of NOMAD MGMT, a global talent agency.
Rocha has graced the cover of magazines such as Vogue and walked the runway for Versace, Chanel and Dior. But more important, as the first model with more than a million followers on social media platform Google+ and an aggregate 17 million followers across a number of social media platforms, she’s used her digital voice to speak about eating disorders in the industry, issues surrounding underaged models, do a “Photoshop-free” campaign and launch a collection produced with Senhoa Foundation, an organization that creates opportunities for victims of human trafficking and at-risk communities in Cambodia.
And now that she’s a mom, fashion-savvy Rocha is happy to dish about everything from the latest trends to babies who spit up, as well as share tips for taking care of your clothes.
Q: What are some of the most popular style trends now?
A: Who knew that the ’90s were coming back? We see that sportswear meets ’90s pop music, R&B ’90s looks — the fanny bag. And I would say dad shoes are totally in swing. I’m not going to lie: I bought a ton of dad shoes — way too comfortable.
Q: Why did you choose to partner with LG for the Ultimate Laundry Room Tour?
A: I thought it was a perfect match. I work in the fashion industry, so my work is clothes, and I’m a mom who has two dirty little kids. I have a cute seven-month-old, who is still puking up everything; he loves to eat. And I have a three-and-a-half-year-old girl, who is curious and therefore gets dirty all the time. So it just made sense for both brands to partner up.
Q: What’s so great about LG appliances?
A: In the washer/dryer (LG TWINWash and SideKick), you can actually put in a king-sized duvet. We’re not talking about a duvet cover, we’re talking about an actual duvet, [which is great] because I have a program called Model Camp. These girls are not actually camping; they are in nice beds. And I need to wash bedding every time I have camp. So the fact that I have machines now that actually do the work, it ticks off one of my jobs of cleaning up the house. But also, if I need things, like my sweaters, handwashed, there is a Hand Wash cycle. It helps with the children’s clothes, too, so I can put children’s detergent in the SideKick.
And, say, I’ve worn an outfit during the day and need it ready quickly for the night, I can pop it in the Styler. It isn’t there to clean, but it’s there to help you and prevent you from going to the dry cleaner so often. The Styler is not only steaming to remove wrinkles, but it’s also getting rid of allergens [and helping to release odours and kill bacteria].
Q: How would you say that you use your platform to get your messages out to people?
A: Because I started 15 years ago, there was no social media. So when social media came out, I was using Myspace and anything I could think of. At first, people were frustrated with me, saying that this was not right: the model … is to make people feel like it’s a fantasy world and it’s untouchable. And here’s me, wanting to have a voice, because I knew how important that would be for my career, but also just for the industry [because] women, who are the faces of so many brands, actually have an opinion. It is hard; you want it to be fun to use social media and sometimes you want to post whatever you want to post, but it is a business and it is a brand, and you have to think about what is the message.
Q: Thoughts like that go through your mind when you are choosing brands, like LG, to partner with?
A: That’s the thing. When you’re thinking about teaming up with anyone, you’re thinking, ‘Who are the brands? Do you stand for the same things?’ It’s important that it makes sense to both parties. I dedicated a very nice space in my house for my clothing. It’s my job, it’s everything about it, but I’m also a mom, a working mom, and I work hard to keep my house in order. So to me, this makes complete sense.
Q: What advice do you have for people on how to keep their clothes in the best shape possible?
A: Go buy a Styler. Sometimes to me, clothing is just as important as art. I think that clothing is meant to sustain our lifestyles, so to have these sorts of machines that can keep them going for years to come, why wouldn’t you invest a little bit of that for your wardrobe?
And LG thinks of innovative ways to keep it interesting. The fact that these machines are compatible with your phone, Alexa or Google — they don’t hold back. Let’s say a company decides they want to create their own washing system with LG. They can have their own setting, then I know that that is the best way to wash it. To me, that is the future.