Elle Macpherson on Fashion Star: "There's No Point Just Having a Good Product — It's How You Present It to America"

Elle Macpherson said it plainly: "There's no point just having a good product — it's how you present that to America. And I think that's what's exciting f…" — and Premier Guide Miami was in the room when it happened.

What do you do when you have a face and body like that of international fashion icon, model, and businesswoman Elle Macpherson? Stay in front of the camera. Among her many jobs, projects, philanthropic commitments, and motherly duties, Elle signed on as host and executive producer of NBC's new alternative series Fashion Star, which set out to discover America's next big brand in fashion. In a recent interview, Elle Macpherson shared with Daedrian McNaughton her personal style, what works for a woman over 40, and why Fashion Star is nothing like Project Runway.

PREMIER GUIDE MIAMI: Why this show, why now?

ELLE MACPHERSON: I love this project because the subject matter is something I'm passionate about — building brands through marketing, advertising, and creative design. That's what I've tried to do for myself with my lingerie brand. We've been in business for 20 years and we made a difference in the type of design we started creating, bringing it into markets where lingerie wasn't particularly prevalent — the U.K. market particularly. And in the American market, when we started doing lingerie it was a very utilitarian type of just bras and knickers you need to have, not fashion statements as we're doing now. We did it through creative advertising and creative marketing. We tapped into a market trend before it was really obvious, and so we were able to get great positioning in department stores. This show kind of isolates that part of the business that people don't really see. And I think it's going to be exciting for America to watch — with the added bonus of being able to buy the products you like immediately. It's very interactive, it's not a fantasy world, it's very real.

PREMIER GUIDE MIAMI: Can you define your role on the show?

ELLE MACPHERSON: I would say hosting and mentoring is probably the better description. Our judges will be major retailers — we can't say who they are at the moment, but if you think of the major American retailers, we'll have representatives of those department stores.

PREMIER GUIDE MIAMI: Is your job on Fashion Star similar to that of Tim Gunn on Project Runway?

ELLE MACPHERSON: Completely different program and completely different take. I think you'll have to just tune in and check it out, and then make your comparisons.

PREMIER GUIDE MIAMI: You've said this show is not another Project Runway — do you feel the public will see it otherwise?

ELLE MACPHERSON: It's not another Project Runway. It's something completely new. We haven't seen a show like this on American TV — one that is so immediate, where Americans will be able to buy the designs they see straightaway. But it's not only about design; it's about brand and marketing and business, and that's what's exciting for me. How do you present these brands to America? What does a billboard look like? What does your logo look like? How is your advertising campaign? How do you touch the heart of America with a product you think is really good? There's no point just having a good product — it's how you present that to America. It's going to be sexy, it's going to be exciting, there are going to be many elements from fashion but also business and branding and advertising and marketing. Very visual. We're going to be doing things we've never seen on American television in this type of show.

PREMIER GUIDE MIAMI: Brands like Juicy have become wildly popular through creative marketing and accessible fashion. What will the new Fashion Star have to bring to create that kind of impact?

ELLE MACPHERSON: That's a really great question — and it's actually what the show is about. You've totally understood where the challenges will be for the contestants. It will be discovering what it takes to be a brand: what it takes in marketing and advertising, what it takes in design, and what vision it takes to be a brand in the American market. All the challenges you'll see set for these young designers will uncover the answers to exactly the questions you're asking.

PREMIER GUIDE MIAMI: NBC's Paul Telegdy praised your fashion sense and style. What makes you the right person to host this show?

ELLE MACPHERSON: It's a really exciting project for me because I'm fascinated by brand building. In 30 years of being in the fashion industry, what I have sought to do myself is build a brand through marketing and advertising, and through attaching myself to partners that specialize in the areas I love — lingerie, body products, and my long-standing relationship with Revlon as Global Spokesperson, to name a few. My experience is in brand building and in business, and that's what excites me. I'm very pleased that NBC has chosen me as host and executive producer. I'm really motivated, and I'm excited to see some of the great new designers and brands that America has to offer.

PREMIER GUIDE MIAMI: What do you look for when selecting clothing for an event?

ELLE MACPHERSON: It depends what I'm looking for. If I'm dressing for a red carpet, or hosting a TV show, or picking my kids up from school — I have different tastes for different things. What makes this show really interesting is that the kind of designers and contestants we're casting for are people making very accessible products: lingerie, swimwear, denim — things that relate to most of America. We're not necessarily looking for somebody to create a couture dress for the Oscars, although they may be a contestant as well. For me personally, I like well-made products that are quite classic but have a bit of a twist — an eclectic mix from 70s style to rock and roll. It just depends on what mood I'm in.

PREMIER GUIDE MIAMI: Any plans to have your sons follow in your footsteps?

ELLE MACPHERSON: I don't have dreams for them, actually. They have their own dreams and I encourage, support, and nurture them in finding what they're interested in. Right now I have a 13-year-old and a 9-year-old — one wants to be a pilot and the other wants to be an actor. They're both incredibly good at math and their father's in finance, so who knows. But for me the most important thing is that I encourage them in their individual talents, give them the most well-rounded education, and try not to impose my dreams on their lives.

PREMIER GUIDE MIAMI: What would you recommend for women over 40 in terms of wardrobe choices?

ELLE MACPHERSON: Oh, gosh. I think a big smile is about as good as it gets. No matter what you wear, as long as you're smiling it works. It changes everything.

PREMIER GUIDE MIAMI: What is your favorite wardrobe piece?

ELLE MACPHERSON: I have the biggest collection of jeans you could probably ask for — skinny jeans, boyfriend jeans, flare jeans, jeans I wear with heels, jeans I wear with motorcycle boots, jeans I wear with ballet shoes. I'm a jeans girl, as opposed to a dress girl or a tailored-suits girl. And then I have tops — t-shirts, blouses, shirts, whatever's happening at the time. Jeans and heels always work. Jeans and flats always work.

PREMIER GUIDE MIAMI: How do you maintain your good looks?

ELLE MACPHERSON: I don't feel like that sometimes, particularly when I put my glasses on and get a close-up glimpse of everything that's going on. It's quite nice being older and not being able to see as well — it all looks okay from a distance. But I have to say, as I've matured I've understood what works for me. I'm not so experimental in having to define myself through my clothes or makeup or hairstyle. I keep it really simple. I know what works. Fortunately in my business I have access to great hair, makeup, lighting people, and photographers, which really helps. But in my day-to-day life I don't stress about it anymore. I know what works, I keep to what works, I have a sense of humor when I want to try something new. Keep it light, keep it bright, keep it real, and be at peace. That comes with age, wisdom, and time — and being a busy mother of two boys, I really don't have time to fret about the exteriors. I'm much more interested in working on what's going on on the inside.

PREMIER GUIDE MIAMI: Are you looking forward to hosting another show after Britain's Next Top Model?

ELLE MACPHERSON: I've had a really wonderful year producing and hosting Britain's Next Top Model — we have a very different spin to America's Next Top Model. If you ever get a chance to tune in, it's a really fun program because you see a lot of behind-the-scenes and on-the-road content. Hosting a major NBC ten-part series is a huge honor and an unusual next step for me, but I'm really looking forward to it. It won't really be about me — it's about the wonderful contestants we're looking for at the moment. Watching their journey, watching them grow, watching them blossom, and going on that voyage with them. That's what I'm looking forward to more than anything else.

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