"Before, being a model, it was just a job, and I was making fun of it. But today, I take my career more seriously. The fact that a reader may buy an Armani item because she'd seen it on me in a magazine is very important to me. So much so that I intend to launch my own label"
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Jovovich is doing something shrewd here: she reframes modeling from pose-and-paycheck into a kind of soft power, then uses that power as a moral alibi for ambition. The pivot from “I was making fun of it” to “I take my career more seriously” is a confession staged as a makeover narrative. It flatters the reader with growth while quietly laundering a profession often dismissed as frivolous into something consequential.
The key move is in the word “reader.” She doesn’t say “customer” or “audience.” “Reader” suggests taste, discernment, a person who engages culture rather than consumes it. That elevates a purchase into a vote. When she points out that someone might buy Armani because they saw it “on me,” she’s naming an uncomfortable truth of late-20th-century fashion media: the model is both billboard and credibility engine. She’s the human interface between brand mythology and real money.
The subtext is also a bid for authorship. Modeling, even at its most glamorous, is often framed as being chosen. Launching a label is choosing for yourself. Jovovich signals she’s tired of being the surface onto which other people project meaning; she wants to manufacture meaning, and margins, on her own terms. In context, it’s a snapshot of the era when models began repositioning themselves as entrepreneurs before “influencer” became a job title: less muse, more mogul-in-training.
The key move is in the word “reader.” She doesn’t say “customer” or “audience.” “Reader” suggests taste, discernment, a person who engages culture rather than consumes it. That elevates a purchase into a vote. When she points out that someone might buy Armani because they saw it “on me,” she’s naming an uncomfortable truth of late-20th-century fashion media: the model is both billboard and credibility engine. She’s the human interface between brand mythology and real money.
The subtext is also a bid for authorship. Modeling, even at its most glamorous, is often framed as being chosen. Launching a label is choosing for yourself. Jovovich signals she’s tired of being the surface onto which other people project meaning; she wants to manufacture meaning, and margins, on her own terms. In context, it’s a snapshot of the era when models began repositioning themselves as entrepreneurs before “influencer” became a job title: less muse, more mogul-in-training.
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| Topic | Entrepreneur |
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