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Andreja Pejic at the National Gallery of Victoria in Melbourne
Photos: Daily Mail Australia/Fiona Hamilton
If at first you don’t succeed crowdfunding - even with a little help from Ashton Kutcher and Jared Leto - try, try again. Andreja Pejic took that advice yesterday, reaching her second Kickstarter goal in a day
October 16th, 2014
Never give in, Winston Churchill once said.
It’s a motto that Australia’s own Andreja Pejic - the erstwhile androgynous modelling superstar Andrej Pejic - looks to have taken to heart, five days after a Kickstarter campaign to fund a documentary charting her life story failed to reach its $200,000 crowdfunding goal.
Disappointing, since the campaign had raised $67,026 and attracted shoutouts from boldfacers such as Ashton Kutcher, Jared Leto, Cara Delevingne, Adam Lambert and actress Laverne Cox, a spokeswoman for the US transgender community and the first transgender person to be nominated for an Emmy earlier this year, for her role in Orange Is The New Black.
As crowdfunding campaign rules go, however, pledged funds are only processed if the goal has been reached.
But lo and behold yesterday, a brand new campaign for Pejic’s Andrej(a) doco launched on Kickstarter, this time with a much more modest goal - $40,000. Within three hours it had raised $30,000. Twenty-four hours in, it is fully-funded, with another 28 days to go.
Is this within Kickstarter’s terms and conditions? Apparently so. As with the original Andrej(a) campaign, Kickstarter even gave its new incarnation a nudge along as a ‘Kickstarter Staff Pick’.
The most successful Kickstarter campaign to date – a smart Eski called The Coolest, which raised a staggering $13,285,226 in August, 26,570 percent of its original $50,000 goal – failed the first time around, ten months previously.
In fact there is a litany of content out there on the net for wannabe crowdfunders, pointing out the flaws of failed crowdfunding campaigns and how to avoid them. An overly ambitious goal is cited as one potential problem and it’s worth noting that The Coolest founder Ryan Grepper originally asked for $125,000 goal (and raised $102,188).
That said, as FELLT Industry reported on Tuesday, a $250K goal for Axent Wear’s cool Cat Ear Headphones on rival crowdfunding platform Indiegogo does not appear to have blunted that campaign’s chances of success, with the campaign some $40,000 short of reaching $1million at time of writing.
The new Kickstarter campaign for Andrej(a) comes with a new video of Pejic talking to camera.
Since Pejic first announced her transition in July, she has been on something of a publicity blitz - emerging in the on air versions, we must say, as an articulate, highly confident media commentator.
On September 7, The New York Times ran the feature, ‘A Model’s Life, Chapter 2. Will the Fashion World Accept Andreja Pejic As a Woman?’, which unveiled Andrej(a), the Kickstarter campaign and a book deal with Penguin Australia.
Other media gigs have included an AMA (Ask Me Anything) on Reddit on September 15. A few days earlier, she also appeared in this live studio interview on Al Jazeera America.
Whether or not the fashion world does re-embrace Pejic as a woman still remains to be seen.
In the meantime, the Andrej(a) documentary looks to be gaining momentum. From a Serbian refugee camp to the haute couture runways, Pejic’s is a unique story and one definitely worthy of your support.
Andrej(a) director Eric Miclette accompanied Pejic to the Arizona hospital where she underwent sex reassignment surgery in January, with snippets of the hospital footage teased in the first Kickstarter promo video.
Miclette will add this and other newer vision to the mountain of footage he has captured from Pejic’s life over the course of the past two years. Miclette is one and the same director who initially commenced shooting Pejic in 2012 for a purported reality show, FELLT Industry’s sister blog Frockwiter was told at the time by Pejic’s management.
Miclette is no stranger to the transgender issue, having been involved with several earlier film projects dealing with the same subject matter, including two headed up by Cox: the 2010 vH1 TRANSform Me reality show and Laverne Cox Presents: The T Word, which traces the stories of seven American transgenders youths and airs tomorrow on MTV and Logo TV. Miclette is listed as co-executive producer, alongside Cox and Michael Hirschorn, who also happens to be the executive producer of Andrej(a).
Jean Paul Gaultier and Andreja Pejic attend the opening of The Fashion World of Jean Paul Gaultier: From the Sidewalk to the Catwalk in Melbourne.
Photo By Rex Features
Andreja Pejic posed with designer Jean Paul Gaultier and Alexandra Agoston at the National Gallery of Victoria in Melbourne
Photos: Daily Mail Australia/Fiona Hamilton
'I've always wanted to be a mother': Model Andreja Pejic reveals she's looking for love with dreams of being a parent and wife after gender reassignment surgery
Andrej(A) - The Kickstarter Backed Documentary.
23 days to go
A film about supermodel Andreja Pejic’s transformative journey to womanhood, and her mission to pass courage on to the next generation.
Andreja Pejic is back home in Australia to talk about her transition from androgynous model Andrej to Jean-Paul Gaultier’s female model of choice.
Alexandra Agoston, Jean Paul Gaultier and Andreja Pejic.
The models joined Jean Paul Gaultier at his exhibition opening in Melbourne.