John Alexander Scott Couts was born in Singapore and grew up in England.
In the mid-1930s, he began working for a Sydney-based fetish club as an illustrator and photographer; around this time he began a relationship with Holly Faram, one of his models, and they married in 1942.
Around 1945-47 Coutts moved to New York City via Montreal, in order to publish his bondage and fetish magazine Bizarre; Holly chose to remain in Australia. At this time he adopted the name 'John Willie'
As a bondage artist he is best known for his character Sweet Gwendoline. After publishing 20 issues of Bizarre he moved to Hollywood, California. He developed a brain tumor in 1961 and was forced to stop his mail order business. He destroyed his archives and returned to England, where he died.
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