Cameron Diaz has joined Pour La Victoire as an Artistic Director. The actress said this is much different from a regular endorsement deal because she'll have an actual influence on the brand.
"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."
Diaz actually owns a stake at PLV Studio Inc., the parent company of PLV and Kelsi Dagger, a lower priced accessories brand for teens and young twenty-somethings. However, Diaz will only have creative control as the higher ranged PLV.
"Pour La Victoire gives me the opportunity to create something timeless, she said. "There's a lot I have to learn about the business. I'm interested in learning how collections are created. The world 'fun,' I want to say that it's going to be fun, but it's deeper than that."
Diaz's role at PLV will have her involved in merchandising, marketing and advertising aspects of the company, as well as in their handbag and footwear collections.
"Our target customer is 35 years old, she's affluent, she's polished casual," said CEO of PLV, Chris Nakatani. "Cameron is very accessible, very down-to-earth. She earns a lot of money but she likes to know what she's spending it on."