Cameron Diaz named artistic director for Pour La Victoire

Cameron Diaz has been named artistic director at the footwear and accessories brand, Pour La Victoire.

The American star, who does not have a background in fashion, unlike several other actresses and singers, will help design shoe and handbag collections and also market the label.

Diaz told WWD in an interview, that she is looking forward to developing a “functional,” yet fashionable and “quality” shoe collection, first.

“Pour La Victoire gives me the opportunity to create something timeless,” Diaz said. “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 is not only a spokesperson for PLV, she also owns an undisclosed equity stake in the company and its sister brand Kelsi Dagger.

Her first collection, will not just be a capsule collection, with her signature, but a complete line that will be available the next spring.

In the meantime Pour La Victoire will launch a campaignlater this year, called “Cameron’s Picks,” where she’ll select several items from the 2013-2014 Fall and Winter collection.

She also said, “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.”

If the collaboration is successful, other accessory lines such as jewelry and sunglasses, could follow.

Pour La Victoire's 2013-2014 Fall and Winter ad campaign features Australian model Jessica Hart photographed by Terry Richardson, with Diaz already giving her input.

Pour la Victoire handbags and shoes are available at Neiman Marcus, Saks Fifth Avenue and online at Nordstrom.com and Amazon.com.

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