ModelCo Founder and CEO Shelley Sullivan has been a standout in the worlds of fashion and beauty for the past two decades.From running her own model and talent agency in Sydney to creating the first-to-market heated lash curler and Tan Airbrush in a Can, Shelley has an innate understanding of what (human) women want in their makeup bags.
With two global product hits on her hands, she then expanded the ModelCo range into on-trend colour, complexion-perfecting natural skin care, and further self-tanning innovations.Shelley has continued to build on the brands early ties to the modelling world by initiating some clever collaborations with some of the worlds most beautiful faces including Elle Macpherson, Rosie Huntington-Whiteley, Danni Minogue, Hailey Baldwin, and most recently, Daddy Karl Lagerfeld.
So how did she go from top female icon collabs to working with my Daddy? Here’s the scoop dahhhlings….
Choupette Lagerfeld: How did this collaboration come to fruition?
Shelley Sullivan: ModelCo is regularly approached by brands and celebrities requesting to collaborate with us and thus we are extremely selective with our choice. ModelCo has achieved cult status through its numerous celebrity ambassadors and collaborations including Elle Macpherson, Dannii Minogue, Rosie Huntington-Whiteley and Hailey Baldwin. The Karl Lagerfeld + ModelCo collaboration came to fruition after the enormous success of the Hailey Baldwin for ModelCo collection which garnered a great deal of international attention and prompted the Karl Lagerfeld office to call me, requesting to talk to me about co-producing a beauty range.
CL: What input did Daddy Karl Lagerfeld have on the products?
SS: Karl Lagerfeld approached ModelCo to design a capsule collection bringing together the Fashion genesis of Mr. Lagerfeld and product quality and innovation of ModelCo.As the creative director of the Karl Lagerfeld team, he oversaw the design of the collection.
CL: How did I (Choupette) inspire the line?
SS: As Karl loves you so much we incorporated you into 2 of our key products! TheChoupette Collectable Eyeshadow Palette is available in 2 color ways Warm Nude and Smokey Burgundy and we have also put you on the Long- Lasting Liquid Liner + Choupette Beauty Stamp. We just know these will be 2 of our best sellers!
CL: How can humans “Illuminate Beauty”?
SS: Every product in the KARL LAGERFELD + MODELCO collection is illuminated through packaging or innovative formula. The Lip Lights range literally lights up! The Liquid Luminizer Strobing Pen and Luxe Highlighting BrickL provide brilliant holographic highlights. Humans can apply our products and feel confident that their makeup will illuminate them from the outside!
CL: When will I get my own personal collaboration?
SS: We are ready when you are! Better ask Daddy Karl first though!
