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We want Gemma: Fashion chiefs in bold bid
19mar06
PERTH supermodel Gemma Ward is being wooed as the face of Australian Fashion Week.
If organisers pull off their top-secret negotiations it will be a massive coup – with the ethereal ingenue the most in-demand model in the world.
Having Ward sashay down the catwalk at the Sydney event would be a boon for Australian designers. After all, the 17-year-old has been in too much demand – and too expensive – since finding fame two years ago.
Simon Lock, managing director of IMG FASHION Asia Pacific, which runs the annual event, said his team had been negotiating with Ward's New York-based management.
Mr Lock downplayed his chances of landing Ward, but said his team was doing its best.
"Gemma is at the top of our list," he said. "But she is in such huge demand and is going to be very busy over the next six weeks with campaign shooting for all of the big European fashion houses. So while we are still hoping, it is probably unlikely."
Money is likely to be the deciding factor for Ward, who reportedly earns more than $20,000 a show – not bad considering she usually stars in 20 parades a week during the Paris, Milan and New York fashion weeks.
"Knowing Gemma, she would take any opportunity to come back to Australia, but she is at the top of her game at the moment and is getting extremely lucrative fees," Mr Lock said.
"This is business and any decision needs to be in the best interest of her career."
Ward, who is based in New York, was recently described as a "multimillion-dollar money-making machine that rivals Elle, Naomi, Claudia and Cindy".
Since her meteoric rise from shy western suburbs schoolgirl to jet-setting ubermodel, Ward has been the face of Prada, Yves Saint Laurent, Hermes, Burberry, Valentino, Jil Sander and Calvin Klein.
Mr Lock said he was negotiating for three other international models in case Ward was not available.
"I am hoping that in the next couple of weeks we will be able to announce a high-profile modelling name who will be coming," he said.
Australian Fashion Week runs from April 26-30.
WA labels to feature will include Story By Tang and Aurelio Costarella.
[sundaytimes]