As the heir to a formidable fashion lineage, it’s no surprise that Kaia Gerber ended up a model. For one, she was genetically predisposed, with her strong bone structure, piercing gaze and legs that go on forever – almost a perfect replica of those belonging to her mother, Cindy Crawford. But Kaia exists and works in the digital age, where her social capital runs deeper than just her face. Take her Instagram. It’s a personal platform, but one she’s transformed into a book club during isolation, breaking down thought-provoking texts like Normal People by Sally Rooney and Joan Didion’s Play It As It Lays. It’s her modern but considered approach to fashion and celebrity-dom that has seen Marc Jacobs tap her as the face of its iconic Daisy fragrance franchise, fronting campaigns including the newest Daisy Petals collection launch. She’s young and cool and sweet all at once – the perfect embodiment of the golden floral juice.
From her isolation post in Malibu, GRAZIA had the chance to catch up with Kaia for a hot minute, talking about her relationship with fragrance, her go-to concealer and the cheap and cheerful skin trick mum Cindy bestowed upon her. Scroll on for the interview.
GRAZIA: So what draws you to a fragrance?
Kaia: I’m attracted to very fresh and radiant scents, which is why Daisy by Marc Jacobs is my go-to fragrance. It’s very simple yet elegant, and transports me to place that feels sunny and optimistic. I prefer it when my perfume doesn’t overpower me, which is Daisy feels perfect.
GRAZIA: Do you have signature Daisy scent, or are you more of a fragrance wardrobe type person?
Kaia: I love all the Daisy fragrances but the signature fragrance is definitely my favourite. It’s timeless and youthful all at the same time. I’ve been wearing Daisy for years and it still feels modern. It’s truly one of a kind.
GRAZIA: The link between scent and memory is so strong. What kind of memories does Marc Jacobs Daisy bring to mind?
Kaia: Daisy reminds of me sharing memories with friends, sometimes whilst being on set. Shooting Petals was my fourth campaign for Daisy with Marc Jacobs and every time it’s special… the whole process is so meaningful to me. For the new campaign, I was able to shoot with two of my close friends Meghan Roche and Adut Akech. In the video campaign we’re laughing and smiling. All those expressions are all real. We were truly having so much fun. It feels right because Daisy is all about being happy and carefree and experiencing that in friendship. I’m back in that place every time I wear the scent.
GRAZIA: Three beauty products you’ll never stop buying?
GRAZIA: Your Mum, Cindy Crawford, is one of the biggest super models of all time. What’s one piece of beauty advice she’s given you?
“My mum is my beauty icon and has given me so many tips over the years.”
Kaia: She has taught me to embrace natural beauty and that less is always more. My favourite tip from her though is to use pure Vitamin E oil all over for glowing skin.
Shop Marc Jacobs Daisy Petals Below
MARC JACOBS DAISY EDT PETALS, $50. SHOP NOW
MARC JACOBS DAISY LOVE EDT PETALS, $50. SHOP NOW
MARC JACOBS DAISY DREAM EDT PETALS, $50. SHOP NOW
MARC JACOBS DAISY LOVE EAU SO SWEET EDT PETALS, $50. SHOP NOW
MARC JACOBS DAISY EAU SO FRESH EDT PETALS, $50. SHOP NOW