CAMERON DIAZ's first major fashion appointment

CAMERON DIAZ has been named artistic director
at Pour La Victoire. The actress also recently
bought a stake PLV Studio Inc, parent company of
the footwear and accessories brand.
The move marks Diaz's first major fashion
appointment. The 40-year-old has never been
closely associated with the industry, nor has she
ever starred in a fashion advertising campaign -
but is acutely aware of the impact that her fame
and personal fashion choices can have on
shoppers.
"I don't do endorsements really. This is completely
different," Diaz told WWD. "Being influential in a
brand and in its 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."
According to reports, the actress was approached
by friend, and Pour La Victoire board member,
Dave Baram, who invited her to visit the brand's
showroom last year. What was initially meant as
just a guided tour, turned into a business venture.
"I know how I work and I know when something is
important to me. I'll try my best and hope for the
best," said Diaz. "Not everyone succeeds or fails
all the time. All I can do is engage with it."
The actress described her new role as "a true
partnership" with the label, and added that she's
looking forward to learning more about the
industry. In her role as artistic director, she will
contribute to the design of forthcoming collections
as well as having input in marketing and
advertising.
"Pour La Victoire gives me the opportunity to
create something timeless," she added. "There's a
lot I have to learn about the business. I'm
interested in learning how collections are created.
The word 'fun' - I want to say that it's going to be
fun, but it's deeper than that."
Diaz's first collection for Pour La Victoire is
expected to land in spring 2014, reports WWD. It's
believed that the label will launch a Christmas
campaign entitled Cameron's Picks, featuring a
curated selection of her favourite pieces from the
autumn/winter 2013-14 range.

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