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She was one of the world's biggest fashion models and the first black face of Est?©e Lauder. But when Liya Kebede returned home to Ethiopia and saw the chronic problems of maternal health her career took a new turn. Her campaign continues â?? and now she has set her sights on sustainable fashion
Born 32 years ago in Addis Ababa, Ethiopia's capital, Kebede was spotted twice. The first time, as a teenager, took her to Paris, where she failed, homesick. When she returned to Ethiopia, she met her husband, a hedge-fund manager 20 years her senior, and it wasn't until the second time, aged 23 in Chicago, where the couple had set up home, that it stuck. In no time Kebede signed a Â?1.65m contract to become the first black face of Est?©e Lauder; her face and long, generous limbs sold underwear, handbags, evening dresses and Tiffany diamonds. She took a role in a Robert De Niro film, she was named 11th in a Forbes list of the world's top-earning models, she had a son and a daughter, Suhul and Raee, then in 2005 she took a breathâ??
In 2006 she set up the Liya Kebede Foundation. Her mission was to reduce maternal, newborn and child mortality in Ethiopia, and around the world. Funding advocacy and awareness-raising projects, as well as providing direct support for community-based education and training, the foundation's success led to her recognition by the World Economic Forum as a Young Global Leader. While Kebede's aims are ambitious, she's particularly good at promoting the small, gentle steps towards life-changing aid. She talks, for instance, about the importance of providing torches to villages in developing countries, to light midwives' paths to the houses of women with no electricity, but she's clear, too, that there's no small solution to a global problem. "In these villages there are no roads, let alone hospitals. The last time I visited, I was told about a local woman who started bleeding halfway through delivering her child. The whole village carried her to hospital, but she died on the way." These are preventable deaths, she stresses.
It was on another trip home, a star by now, that Kebede met the local traditional weavers, who were losing their jobs due to a decline in demand. She giggles quietly and sighs: "I promised to come up with something to help." She launched Lemlem (meaning "to flourish" in Amharic), a line of cotton children's clothes hand spun and embroidered in Ethiopia, as a way to inspire economic independence in her native country. "Once mums bought pieces for their kids, of course they asked for bigger sizes for themselves," Kebede boasts. Now the label offers womenswear, gifts and accessories â?? simple, soft striped shawls and dresses. And as one of few ethical ranges to make it into high-end fashion stores Matches and Net-a-porter.com, it is doing phenomenally well.
"It's always a tricky thing, trying to make aid sustainable," Kebede says. "It's important that we try and help the workers become independent, so by employing traditional weavers we're trying to break their cycle of poverty, at the same time preserving the art of weaving while creating modern, casual, comfortable stuff that we really want to wear."
"In today's world, celebrity advocates are not rare," Tom Ford admits. "What is rare is to encounter one whose devotion and drive come from a genuine desire to better our world. Liya's work comes from a place of sincerity, and her beauty is much more than skin deep." Ford is not alone in his adoration â?? Anna Wintour keenly supports her ("She's so willing," Kebede says of the American Vogue editor, "so wonderful"), and she's still in demand to open fashion shows despite being 15 years older than her fellow models. Last month she was named one of Time's 100 Most Influential People, alongside Barack Obama, Bill Clinton and Oprah Winfrey.
She finds a balance, Kebede says, between campaigning and fashion, though we speak in a month that also sees her at Cannes promoting her first lead role in a film â?? Desert Flower, based on the critically acclaimed autobiography about female genital mutilation by Somali model Waris Dirie. Kebede recently travelled back to Djibouti, where they shot much of it, to host a screening in the village where the film is based. "That was amazing," she says, "to reach out to people and show them something and teach them without being forceful, or shoving it down their throat."
For information on the Liya Kebede Foundation, visit liyakebede.com. For Lemlem, visit matchesfashion.com or net-a-porter.com

Well, they just donated $20 million to St. Bede's Hospital.
Ofiarowali 20 milionów na rzecz St. Bede's Hospital.