Chloe Maxwell was just 21 when she became Australia’s own It-girl, catapulting to fame after starring in a catchy ad for the denim brand Jeanswest in the ’90s.
The model was dressed in “grunge” style, gazing directly into the camera before becoming playful and saying those famous words: “Jeanswest Fits Best”.
It’s a line that’s still repeated to her by fans wherever she goes.
Watch the video above.
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Maxwell was discovered when she appeared in a story for Nine’s A Current Affair featuring a model recruiter who claimed he could pick a model by just looking at them.
During the story, he spotted Maxwell.
Her first big break was the 1997 jeans ad, however that was just the beginning of her career. She continued modelling and gracing the red carpets at key events, becoming a celebrity in her own right.
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Maxwell went on to become a music presenter on Channel V, working as an entertainment reporter and documentary presenter.
She also starred as Jo in the Australian adventure comedy film Under The Radar (2004) – a role that earned her a nomination for an AFI award.
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In 2022, to celebrate 50 years of Jeanswest, Maxwell returned to her roots, featuring in a campaign for the brand.
“I was 21 when I became the Jeanswest girl! I remember I had my sister in the car with me when I went to the audition,” she shared on the Jeanswest site.
Of her original iconic ad, Maxwell explained: “I was listening to a lot of punk music over there, so I had a rebellious edge, I guess.
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“I went into the audition and acted like a little punk and really thought I didn’t get the job! I even told my sister I bombed; I was so surprised when I got it!”
“I pretty much owe my media career to Jeanswest as that was the start of it all. I’m so grateful.”
Three years later, the brand entered administration, closing all Australian stores to operate online only, and Maxwell’s days as the face of the brand were over.
But her career has continued to go from strength-to-strength.
Maxwell is still signed to her modelling and media agency Chic Management and last year celebrated 30 years of working together.
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“So great to catch up with my surrogate modelling/ media family today,” she wrote in a post to Instagram to mark the milestone.
Alongside her modelling and TV roles, Maxwell also went on to become an author, advocate, a media liaison and more recently a breakfast radio producer on the Gold Coast.
Career aside, Maxwell was just coming out of a long-term relationship when she met league star Mat Rogers. He was navigating a rocky divorce.
Soon enough the pair became fixtures at celebrity and red carpet events and married on the Gold Coast on October 26, 2008.
The pair have two children together, son Max and daughter Phoenix. Rogers is also father to two children from his first marriage, Jack and Skyla.
Maxwell is also a step-grandmother. Her step-daughter Skyla gave birth to her first child, Ryda, in 2021. Her stepson Jack and his partner welcomed their first child, Elsie, in 2023.
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The couple’s son Max was diagnosed with Autism Spectrum Disorder (ASD) in 2008 which led them to establish the charity 4ASDKids in 2009.
“Seeing the benefits of early intervention for him first hand and the fact that many families did not have the resources to afford them prompted her to start 4ASD KIDS,” the charity’s website reads.
Maxwell wrote a book about her experiences with her son called Living With Max, which was published in 2012.
Her lived experience, her book and her charity have established Maxwell as a well known advocate in the ASD world and a highly sought-after keynote speaker.
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