Last week, Macao became home to the first Asian flagship store of international fashion brand PAIGE – a move that underscores the city’s continued prominence as a retail destination for premium shopping.
Co-founder Paige Adams-Geller – a former model and 1991’s Miss California – attended the opening event at the store in Wynn Macau and took time to speak to Macao News about her journey in the fashion industry, her eponymous brand and the trauma of sexual abuse.
A namesake brand is born
Her laidback upbringing in Alaska gave her the time to read and devour magazines, indulging a wanderlust and a wish to get out there and see the world. This fuelled her creativity and inspiration, developing a creative eye that would be the foundation for her future.
A love for fashion led her to pursue a career in modelling, made easier by her move to New York at the age of 16 and, later, Los Angeles for college. After finishing her degree, she pursued acting, singing and modelling, and was invited to become a fit model – a concept unfamiliar to her at the time. In this role, Adams-Geller acted as a live mannequin upon which thousands of garments, including jeans, were pinned, tweaked, and perfected. This happened just as the fashion world saw the start of the premium denim segment, she explains.
The decision to be a fit model would change the course of her life. “It was like going to fashion school. I learned so much and fell in love with design,” she recalls, saying she would often offer advice on how designers could elevate their pieces.
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Sadly, while working in the entertainment industry, Adams-Geller was attacked in her workplace. In the aftermath, she sought help at the Rape Treatment Center in Santa Monica (a foundation she now helps lead). During this period of recovery, she felt the need to find a new passion and purpose in life, which led her to a life coach.
Inspired by her coach’s suggestion to launch her own denim brand, an idea that deeply resonated with her, she moved forward with the encouragement of her husband, Michael Geller, PAIGE’s co-founder. Her passion for fashion was being channelled into a purpose – to create a safer working environment for others and break the cycle of abuse in an industry that often fails to protect women.
PAIGE’s expansion into a lifestyle brand
Knowing the ins and outs of the fashion industry allowed her to identify a clear gap in the market. “All of the denim brands in the premium denim world were designed by men. There were no female forces in the fashion industry in the denim world.”
Paige’s mission was to establish a brand with a fresh female perspective. “The goal was always to create the tie-break between comfort and style and for the perfect pair representing the perfect silhouette for your body type, whether you’re a man or a woman.”
Comfort is the centrepiece of the brand. “I wanted my jeans to feel like a second skin. Some of the denim out there was very thick and very rigid. I fantasised about how much better it would be if we could create something luxurious and have the ability to create so many washes out of that particular denim fabrication.”
This vision was further realised with the creation of Transcend, PAIGE’s premium stretch fabric known for its exceptional softness, comfort, and shape preservation. Transcend has since become a cornerstone of the brand’s product range.
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Over the years, the LA-based brand has expanded into a full lifestyle collection, spanning silks, knits, footwear, and accessories for both women and men. PAIGE uses the highest quality fabrics, merging fashion and technology to create pieces with easy fit.
Adams-Geller, featured on the Forbes list of 50 under 50 in 2021, is one of the first female founders to establish a successful denim brand for both genders. Today, PAIGE is sold in over 80 countries, with shops in destinations like London and New York.
The “PAIGE woman” is a reflection of Adams-Geller herself – a little boho, romantic, and feminine, with a rock and roll edge. “I am passionate about all items in the collection at a personal level,” she says. She has no doubt that this style will translate seamlessly into the lifestyle of modern Asian women.
Overcoming trauma and advocating for safe work environments
Adams-Geller’s modelling career wasn’t without adversity, from the pressure to look perfect to the trauma of sexual abuse she suffered in both Alaska and New York. But, through finding support, she discovered her strength and voice. The traumatic experience and the personal transformation that followed became the catalyst for her brand, PAIGE, which she built to be a platform for safe work environments where women are heard and empowered.
She notes that the more the brand grows, the more people she can reach to share her story of overcoming the trauma of sexual abuse – and doing so on a greater scale.
“Suffering in silence is so unhealthy. It’s life-changing to have the right support, and to know that there are environments where you can flourish without tolerating misogynistic behaviour,” she shares. “Remember, it’s never your fault. Seek out help. Support is safe and confidential.”
