Pour La Victoire teams up with Cameron Diaz

Fashion

Accessories label Pour La Victoire has announced that Hollywood actress Cameron Diaz will become the label’s artistic director after buying an undisclosed stake in PLV Studio Inc, the parent company of the contemporary footwear brand.

The move marks the 40-year-old model-turned-actresses first foray into fashion, the actress has previously endorsed watchmaker Tag Heuer, but this new role will not just see Diaz putting her name to a collection or starring in the brands campaign, instead she will be overseeing the brand’s handbag and shoe collections, as well as merchandising, marketing and advertising.

“I

don’t do endorsements really. This is completely different,” Diaz told WWD. “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.”

The idea is that Diaz will incorporate her own personal style into the brand, with her first collection for the brand hitting stores next spring. However, until then it is believed that the label will launch a ‘Cameron Picks’ campaign for Christmas, featuring curated products she has selected.

In discussing what she is looking to develop, Diaz explained: "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."

Cameron Diaz named artistic director of Pour La Victoire

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 New York-based showroom last year. What was initially meant as meet-and-greet, turned into a business venture.

Diaz describes her new role as a “true partnership” with the label, while admitting that she has a "lot to learn about the business", adding that she believes that she will be able “to create something timeless”.

Currently Pour La Victoire is best known in America and is stocked in high-end department stores such as Neiman Marcus, Saks Fifth Avenue and Nordstrom, as well as online at Amazon, Piperlime and Shopbop.

Image: Pour La Victoire campaign