John Casablancas. The name itself conjures images of glamorous supermodels and the high-octane world of fashion. But to truly understand John Casablancas, the man behind Elite Model Management, you need to look beyond the glitz and see a charming, intelligent individual who genuinely appreciated women and inadvertently revolutionized an industry. He wasn’t just a businessman; he was a charismatic personality who, through a blend of luck and acumen, shaped the modeling world as we know it.
From Accidental Playboy to Industry Titan: The John Casablancas Story
For someone who would become synonymous with the modeling profession, John Casablancas’ entry into the industry was remarkably unplanned. In his twenties, the concept of a “model” wasn’t even on his radar. His desires were simpler: to enjoy life, embrace freedom, and be surrounded by the company of women. John, with his inherent charm and fortunate circumstances, managed to achieve all three, transforming these personal inclinations into a groundbreaking business that redefined the modeling landscape forever. It’s a story underscored by serendipity, yet driven by his innate understanding of people and markets.
My own introduction to John Casablancas happened during youthful summer holidays in Ibiza. Our families both frequented the island, with his house located conveniently close to ours. The anticipation of a dinner party where John, then already a renowned model agency head, would arrive with a coterie of models, including his then-girlfriend Stephanie Seymour, was unforgettable for a teenager. He struck me even then as incredibly fun, the kind of person who effortlessly enhanced any gathering.
Years later, while navigating the often-mundane world of MBA internships at Université Paris-Dauphine, I received an unexpected call from John’s partners, Gérald Marie and Alain Kittler. An offer for an internship at Elite Model Management in Paris was on the table. This marked my entry into the fascinating, and often bewildering, fashion industry, offering a behind-the-scenes glimpse into the business empire built by the man I’d met in Ibiza. The financial compensation was also considerably more appealing than the typical bank internship, adding another layer of allure to this unexpected career detour.
Beyond the Runway: Business Acumen and Industry Innovation
Despite the seductive glamour of the modeling world, my personal aspirations leaned towards filmmaking. Inspired by cinematic masters like Kieslowski and Polanski, film school was my true north. However, post-business school, the fashion industry exerted its pull once more. John Casablancas extended an invitation to join Elite in New York as a booker for a year. That “year” stretched into four, from 1993 to 1997, a period where Elite reigned supreme in the modeling agency sphere. Our revenue dwarfed competitors, and in a single year, Elite models graced nine out of twelve American Vogue covers. Beyond Kate Moss and Claudia Schiffer, we represented virtually every supermodel – a testament to John Casablancas’ pioneering role in creating the very concept of the supermodel.
Interestingly, John Casablancas’ ambitions weren’t initially focused on model agencies. His passion lay in marketing and promotion. By the young age of 22, he had already ascended to the position of marketing manager for Coca-Cola in Brazil. He possessed a genuine talent for developing innovative marketing strategies, a skill he naturally applied to promoting models. Elite was the first agency to utilize model “books” and composites as essential marketing tools. Furthermore, John Casablancas championed diversity, proactively working with models from various ethnic backgrounds at a time when the fashion industry largely overlooked them.
While sharing an office space in New York, direct interaction with John was infrequent. He wasn’t involved in the day-to-day booking operations, and his focus was on managing Elite’s global business and brand strategy. However, whenever our paths crossed, whether for dinner or brief encounters, he consistently displayed a warm, avuncular demeanor. Our shared history, dating back to my childhood, fostered a unique connection.
From Fashion Back to Film: Capturing the Casablancas Legacy
After four transformative years, the pull of filmmaking became irresistible. I departed New York to pursue studies at the Polish National Film School in Łódz, effectively losing touch with John amidst this significant life shift. My past as a model booker seemed incongruous with my burgeoning identity as a filmmaker. Yet, the idea of creating a film about the modeling industry, informed by my firsthand experiences, remained a persistent ambition. I recognized a void in quality cinematic portrayals of this captivating world.
The Robert Evans documentary, The Kid Stays in the Picture, served as a pivotal inspiration, illuminating the potential of documentary storytelling. Evans’s first-person narrative offered an unparalleled insider perspective on Hollywood’s golden eras. It sparked the realization that a film about John Casablancas, with his legendary playboy persona and profound insights into the modeling industry, held similar potential.
Upon contacting John with the film proposal, his response was immediate and enthusiastic: “Sure, let’s do it.” This mirrored his trust during my time at Elite, granting me creative autonomy over the project. He initially recorded a four-hour narrative, which I meticulously condensed into a compelling hour and ten-minute film. Initially, I considered including interviews with figures like Gérald, Alain, Linda Evangelista, and Naomi Campbell to provide additional perspectives. However, I questioned the impact of brief soundbites on John’s compelling narrative. The resulting film, while documentary in form, possesses an almost fictional quality, reflecting the dreamlike nature of John Casablancas’ life and impact.
In essence, John Casablancas was much more than just a successful model agency owner. He was a visionary who understood the power of personality and marketing, a man who appreciated women, and a pioneer who left an indelible mark on the fashion and modeling industries.
