Introducing Jasmine Tookes: model, entrepreneur and fashion star

One of the most coveted models dominating the global fashion scene in 2024, Jasmine Tookes is the modelling industry’s dreamer, innovator and bright spark. Beyond the runway, the Victoria’s Secret Angel is a multi-business running wife and mother of one that shows no sign of slowing down. Remix editor-in-chief Amber sat down with the American model after she absolutely owned the L.A cover shoot to discuss representation, fashion AI, and ice cold beauty secrets...

Jasmine, we’re so honoured to have you as our June 2024 cover star! How did you enjoy the shoot with Dennis and our team?

On the shoot, it was amazing. I love Dennis. I’ve worked with him a couple times on a few different campaigns, and he’s just so easy to shoot with. Specifically, he just knows when he has the shot, and there’s nothing better than a photographer who knows when they have a shot, especially as a model, as you can get caught just shooting, shooting and shooting. He just has a great eye. So it was such a pleasure.

You looked stunning in e.v.e.r.y.t.h.i.n.g, but what was your favourite look on the day?

There were so many good ones! But I’m a big fan of YSL, one of my favourite brands so I thought that was so gorgeous. The glasses that I actually wore in the shoot I just bought for myself today! They’re super cool. I love YSL. The clothing is so sleek and timeless and fits very well with my style, so it felt really true to me while shooting that outfit.

You’re one of the biggest models of 2024... but what is your earliest memory of modelling?

I think I am one of the really rare models out there who always knew they wanted to be a model. I feel like a lot of the times when you hear models’ stories and how they fell into it, like they were walking down the street and someone approaches them and says like, “oh you’re beautiful you should try modelling,” but for me that was not the case. Ever since I was little, I was obsessed with looking at magazines like VOGUE and I was so taken by the Victoria’s Secret Fashion Show and whenever that came on TV, I was just completely mesmerised by the whole thing. I thought, oh my God this is a job? This is what people do!? [laughs]. My Mum is a celebrity stylist, so my whole life growing up I was always on set with her. I was always around cameras and models and everything was really familiar to me, so I think it was just such a natural thing for me to get into. Ever since I was little I knew that that’s what I wanted to do. I want to be in front of the camera and in my baby photos you can see that I am so into posing [laughs]. I think I was destined to be a model, and thank God I reached the height that I did. Back when I started, there was, you know, you had to be a certain height, and so luckily, I was able to do that. It’s been an amazing journey. I’ve been doing it now for 15 years, which is so crazy to say, and I think it just keeps getting more and more fun! I love the creativity that comes with it. I think that’s what’s most exciting to me, is that every day is different.

Speaking of the Victoria’s Secret Fashion show, we just heard the news that it’s coming back this year after a five year hiatus... What have they told you so far?

I have heard little bits and pieces about it, but you never know what’s a rumour these days. I think it’s great, those were some of the best times of my career doing the Victoria’s Secret Fashion Show. I think there’s nothing like it! It’s hard to describe how special that era was. So I do hope they’re bringing it back and in an amazing way. It would be awesome!

If you got a say in it, who would you want singing on the runway as you were walking down?

Oh, I’ve got this down! Justin Timberlake. When I was looking up to all of the Victoria’s Secret models, the one show that always stood out to me was the show that he did. I can’t remember what year it is but it was in Miami, and he did Sexy Back, and that was just an iconic show for me. So if he could do a VS show again, that would be incredible [laughs]

What is your most memorable runway experience and why?

I would say when I started getting into the high fashion scene was probably the most memorable for me. I would say my career really took its big sort of catapult moment when I walked for Calvin Klein, and this was probably 12 years ago. It was in 2012, I believe, when I walked for Calvin Klein. The way the fashion world worked then, or I don’t know if it still works this way, but back when I was modelling it’s like, once you walked the big shows in New York then when you went to London, Milan and Paris the casting director wanted to book you on all the other major shows. So that really set that season off to a good start, after I walked Calvin, then every other brand out there was like “Ok she must be this really cool girl, we have to have her!” So then I walked probably 75 shows that season with some of the biggest designers in the world. So Calvin Klein would be my most memorable!

And what a great heritage brand to represent!

Right? Calvin Klein, it’s American – I’m American, it was perfect

Was there anyone you looked up to in the industry?

I really always loved Christy Turlington, Tyra Banks, all of those iconic ’90s supermodels, for me, were just so incredible and so inspiring, and I also love what they’ve all been able to do with their careers. You know, they were given this platform and they went on and built their own brands and have turned into just amazing powerhouse women.

Did you know you’re following on from Cindy Crawford who was the Remix coverstar last issue?

Oh Cindy! She’s another one that’s amazing! Those are the footsteps I want to follow, so I love to hear that.

You’ve been in it now for 15 years, is there any part of the modelling world you want to shake up or bring change to?

If you would have asked me this question a few years ago, yes. There would have been a lot that I would have said that needed to change, as in different body types and also diversity I think is so important. But I think that the shift that the industry is making has been so powerful and so needed. Back when I did runway shows which again were 10 to 12 years ago, I was the only black girl on the runway. It was either me or another specific model, and if the other model booked that show... I wasn’t walking it. So now it’s so beautiful where we’re on the flip side where I am sitting and watching the shows and you see so many beautiful people from so many different backgrounds walking the runway every show. I think that that’s just so special and definitely needed just so everyone can really believe that they have a chance and can see themselves with a future. Because I think that it’s just crazy to have to watch something that you want to do and there’s only one version of it. I think there’s change happening still now, and I think as long as that continues to happen, it’s always great.

Representation is everything right?

Yes. It took a while, but that’s fashion!

You have a close relationship with your mum Cary Robinson, who doubles as your personal stylist. How has she shaped your love of fashion?

She has styled me my entire career. I definitely owe my classic, sort of timeless style to her. She is incredible, and it’s just so nice to be able to work with her as she gets me and I get her. There’s no guessing like, will she like this? I never have to worry, so it’s been such a pleasure being able to have her alongside me without my entire career. Ever since I started my career she has travelled with me. Everywhere sat backstage with me at shows and has just been like such a good grounding force for me to have. Especially in this industry, it’s just so crazy starting out you hear a ton of nos. People don’t think you’re right for their campaign and you could get really down on yourself but it was key having her around me to always lift me up and be like, ‘look it’s okay, it’s not your time but things are going to work out,’ I think was so beneficial throughout my entire career.

I imagine now with a baby, she doubles as your stylist and super grandma?

Yes, of course [laughs]. My mum is always at my house helping me pick out clothes or taking care of the baby! It’s a win-win for me!

You mentioned you have a classic, timeless style thanks to her. What do you love to wear?

I like to say I don’t follow trends. I’ve always had this fear of looking back one day and being like what was I thinking? Why did I wear that?

I totally get that. People will look back on Google image search or social media in 20 years time and say, ‘Jasmine was always so classic’.

Yes! [Laughs]. I try to stay as elegant and classic as possible so that it’s always in style no matter what year you’re looking at it.

You’re close with your mum and are now a mum yourself. Is family a key driver in your life?

Family for me, is everything. It’s grounding, it keeps me sane. It always just reminds me how lucky I am to be in the position that I’m in. It’s what keeps me going. Even after having a baby, it inspires me more to just work that much harder just so she can see such a strong mother figure and work hard to provide her with the things that I think would be incredible for her life. 

You split your time between LA and NY, but where feels most like home?

I spent 11 years in New York and for a while that started to feel like home but I’m from Huntington Beach California and the second that I moved back to LA, which was about five or six years ago, I thought, yea, this definitely is home. This is where I belong, next to the ocean and beautiful weather and just being able to get in the car and drive.

Do you also find parenting easier in LA vs NY?

Yes! I couldn’t imagine trying to raise a baby in New York dealing with the taxis and the car seats. It’s incredible the mums in New York that they are able to do it. Even the restaurants... they’re not that kid-friendly, so that would be tough. LA, baby life is for me.

What new beauty or health habits have you added to your routine in 2024?

I would say just over this year really practising different things that involve longevity, which could be anything from just having a really positive mindset to making sure that I am taking care of my skin. I feel like in the past year, there have been days like, ‘uh I don’t feel like washing my face so I’ll just go to bed’ and just little things like that. So really, practising different rituals that can help me stay youthful and drinking my water. I’m horrible at drinking water, so I just bought myself a gallon jar that I’ve been trying to do [laughs], I’m still working on it. I’m trying to be able to get through one of those a day.

Well keep up the water because your skin is flawless, we saw your glow on the cover shoot... Any beauty secrets you can share with us?

You know what I love doing? You take an ice cube, and in the morning, you rub it on your face, and it helps so much with tightening the pores, and I find that before a shoot, it makes my skin look really supple and tight and almost like you’ve just got a really quick facelift. I’ve done it for years and years, and I still get comments from people to this day that I used to work with, and they ask me if I still use that ice cube trend. I’m like yeah! I guess it’s working! Keeping my skin tight. That would be my little trick!

I remember learning Jennifer Aniston has ice-cold showers every day for the same reason.

Wow! I don’t know if I could do that [laughs]. Even if a shower is lukewarm, I need to be burning.

Describe a time when innovation really stood out to you?

I actually just started as an advisor to this company called Alta Daily. It’s an app that is currently being built. But basically, you digitise your closet. Kind of like in Clueless! And you scan your entire closet, and then every day you log on it knows where everything’s located, and it’s like an AI stylist that puts outfits together for you. You basically just walk in your closet and get dressed. For me, that is pure innovation and I’m obsessed with it. I actually just started advising them and helping them just more on the fashion side of things, and it’s incredible you can key in different things like, “Hey, I’m going on a trip for four days to Italy, and I’m only taking a carry-on, what should I take?”

[Audible gasp]

I know! It will fully break down each outfit, and I’m likemind blown too, it’s so cool. I am really, really excited for the app to come out on the iPhone because it is just going to be incredible.

Tell us about JOJA—the activewear brand you co-created?

Josephine, who is my co-founder, and I, we started JOJA as just an online community back in 2016. This was sort of when Victoria’s Secret was at its height of everything. The shows were going on, girls were really inspired by what we do to stay healthy, what we eat, what kind of workouts we do etc. Josephine and I were the two girls obsessed with weight training. So we just started documenting this journey of our fitness journey on a separate Instagram account called JOJA, which was just two best friends who came together and wanted to post their workouts. Girls around the world were becoming obsessed with it, and we didn’t even realise like ‘oh hey we might have something here’ till we garnered about 400,000 followers and people started asking us what workout clothes we were wearing? Because we would just wear random things here and there. We took a step back when covid hit, and we were like, maybe we should create our own line? It would be so authentic and true to us because it’s what we’re doing every day.

So during covid we decided that we’re going to start this all on our own. We picked up the phone and called about 100 different people due to all the different connections we have. We decided to launch a clothing line about two years ago, and it’s been amazing. It’s been incredible. We are an incredibly small team, so we wear a lot of hats. Never in a million years did I think that I’d be running a business, but it’s so much fun, and you get to learn so much, and it’s also very rewarding seeing things from the other side because I’m so used to working for other people’s brands and just being on the opposite side. Now seeing the ins and outs of how much it takes to put a photoshoot together or what it takes to do a campaign. I’m like, woah, this is expensive [laughs]. I have a lot more respect also for the brands that I work with now and also start ups. I’m just so fascinated by it all, and I think it’s been such an incredible journey and I’m really excited for what we’re going to be doing in the future.

I imagine innovation played a part in the research process?

Researching fabrics was one of the hardest journeys that we went on with JOJA because the activewear space is so saturated and there’s so much of the same things. So we were like, how can we stand out? How can we be innovative and different? One of the things that we did is we have this seamless fabric that is kind of like a knitand it’s sweatproof. So you can go to a hot yoga class or you can go anywhere and you will not sweat through it. Even our grey-coloured clothing, which is usually the most sweaty material — you can’t sweat through it! So that for us was really special that we’re able to achieve that because it is actually really hard. Just in terms of the way it looks, the shapes that we’re using and it’s made by women for women. We pay so much attention to the detail of where the legging is hitting your waist, so that your butt looks more shapely, your legs look a little bit longer and there’s shaping around your hips. So there’s all the little details that you don’t know about behind the scenes, but we are really conscious about it and want to make sure we’re doing something different. We definitely didn’t choose to be an easy category — but I think that makes it just more fun with the challenges!

Photographer DENNIS LEUPOLD

Stylist CHARLENE ROXBURGH

Fashion Director AMBER BAKER

Creative Director STEVEN FERNANDEZ of NEW GROUND

Executive Producer TIM PHIN

Hair MARTY HARPER

Makeup LEAH DARCY

1st Assistant TOMMY BLANCO

2nd Assistant CHARLES BROWN

Digital Assistants GRACIE NEWMAN, SABINA PATINO

Stylist Assistant OULA OUSS