Coco Schwab
Coco Schwab was not simply David Bowie’s assistant. She was his protector, truth-teller, emotional anchor and closest confidante for more than forty years — a presence Bowie relied on when trust became scarce.
In an industry filled with opportunists and performative loyalty, Schwab stood apart through her refusal to flatter, exploit or romanticise Bowie’s fame. She remained real — and that was precisely why Bowie trusted her.
- Born: 1948, Germany
- Died: 2017
- Role: Assistant, confidante, creative director
- Bowie connection: Lifelong personal and professional anchor
Trust in a world of pretence
David Bowie spent much of his career navigating a world filled with thinly veiled pretence. Offers of friendship, loyalty and admiration were often impossible to separate from self-interest. As a result, scepticism became a survival mechanism.
While this environment could easily have led to isolation, Bowie found solace in Coco Schwab — someone who neither wanted something from him nor hesitated to tell him the truth when he was losing his way.
First meeting and immediate bond
Schwab first encountered Bowie in 1973 while working as a secretary at his management company, MainMan. Their meeting was informal and abrupt, taking place during one of Bowie’s house parties. Unlike many others in his orbit, Schwab did not perform, flatter or posture.
She was not a stereotypical rock-world figure, nor did she seek attention. This authenticity stood out immediately and formed the basis of their connection.
From assistant to lifeline
Bowie soon invited Schwab to become his personal assistant while touring America. Almost instantly, their relationship moved beyond professional boundaries. Schwab became protective, observant and uncompromisingly honest.
She was not afraid to challenge Bowie’s behaviour when he spiralled, even if that meant becoming unpopular with others around him. Producer Tony Visconti later remarked that Schwab actively shielded Bowie from people who destabilised him — including, at times, those closest to him.
Berlin and survival
During Bowie’s Berlin years, when addiction and psychological collapse loomed, Schwab played a decisive role in keeping him grounded. Bowie later described this period as one of total disintegration.
“Coco was the one person who told me what a fool I was becoming,” Bowie recalled. “She made me snap out of it.” Her willingness to confront him directly became the defining thread of their lifelong bond.
A relationship built on honesty
Schwab was never romantically involved with Bowie, despite persistent media speculation. She did not fit public expectations, nor did she attempt to. What mattered was trust — and Schwab earned it completely.
For Bowie, she represented something increasingly rare: someone who saw the man behind the myth and was unafraid to call him out when necessary.
Never Let Me Down
In 1987, Bowie wrote Never Let Me Down as a direct tribute to Schwab. The song reflects her role as emotional support, stabiliser and source of renewal during his darkest moments.
“When I needed soul revival I called your name,” Bowie sang — a rare moment of explicit gratitude in a career defined by guarded expression.
Legacy
Coco Schwab remained by Bowie’s side for over four decades, dedicating her life to protecting his wellbeing and artistic continuity. Without her presence, Bowie’s personal and creative trajectory may have unfolded very differently.
Within Bowie’s world, Schwab represents the unseen strength behind the icon — proof that survival, honesty and loyalty were just as vital as creativity.