Cameron Diaz accepted the role of artistic director for Pour La Victoire label. The new position is somewhat surprising given the fact that she did very few endorsements over the years and her background in fashion design is basically non existent, however she's confident and she resonates well with the brand's vision. She told WWD.com that: “I don’t do endorsements really. This is completely different. Being influential in a brand and in its [advertising] campaigns interests me. I love fashion. It’s a large part of my life. What I wear is looked at. It influences what other people wear because that’s just the world we live in.”
Though in this day and age a celebrity designer has become a cliché, the actress is hopeful that her strong work ethic will help make the initiative a success. “I can’t speak about anyone else’s work ethic. I know how I work and I know when something is important to me. I’ll try my best and hope for the best. Not everyone succeeds or fails all the time. All I can do is engage with it", said the actress in the interview.
The 40 year old star is happy to have the chance of a “true partnership” with the label. She is planning to create accessories that will stand the test of time: “Pour La Victoire gives me the opportunity to create something timeless.” Her plan is to start with a shoe collection which will feature high quality options which will also be comfortable as finding the perfect high heel shoes has been a struggle for her for a long time. Cameron also said that: “I live in heels 10 hours of the day. I know comfort in shoes. There are some shoes you would die to wear but they are painful. When I was younger, it was a fight to the death with my shoes and who was going to win. I want to have really great, functional shoes that are staples of the line.”
The “investment bag” philosophy is very near and dear to her heart as well, which is why the target customers of the new offerings are women around the age of 35, women who love polished looks. She stated that “If you’re spending $500 on a bag, it should be your partner in life. That’s what a bag is for women. It holds everything important in your life as long as you’re carrying it.”
This doesn't mean, however, that the new bags she'll bring to the market will cost that much. “We want the brand to be accessible for that working girl. I work hard for my money. I want it [the collection] to be sensible, whether you have a lot of money or you are scraping together pennies,” she reassures fashionistas.
While these lines won't hit the market till next spring, the label will put together fall and holiday campaigns which will be titled “Cameron’s Picks” and which might give potential customers a better idea of what the upcoming lines will be like.
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