Cameron Diaz has become a celebrity for her acting, but is now looking to get into the fashion world. She was given the position of artistic director at the contemporary footwear and accessories brand Pour La Victoire. While Diaz also endorses Tag Heuer, this will be the first time she will be able to directly impact a brand’s collections.
Diaz says she loves fashion and she looks forward to being influential on the PLV brand and advertising campaigns. The movie star does not have a background in fashion, but jumped at the opportunity to work with the New York Based Fashion company. There have been many other celebrities who turned designer and have been successful. Mary-Kate and Ashley Olsen and Victoria Beckham have had made careers out of fashion. One thing working for Diaz is that she has a reason to work hard and be successful in the company. Not only is she the artistic director, but she has an undisclosed stake in the company and its sister brand Kelsi Dagger.
While she has stake in the parent company PLV Studio, her creative control is limited to the higher-end PLV line. As artistic director, Diaz will have a hand in creating the brand’s handbag and shoe collections, in addition to merchandising, marketing, and advertising. Her first priority is to develop a function yet fashionable shoe collection. She said that she lives in heels 10 hours of the day, and wants to create a shoe line for women like her that can be comfortable and fashionable. After that she hopes to create handbags that are more sensible but also have luxurious touches.
Diaz’s first collection won’t hit the shelves until next spring. PLV will roll out a fall and holiday campaign called “Cameron’s Picks” that will highlight some of Diaz’s favorite items from PLV’s current collection.
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