Cameron Diaz is the latest Hollywood actress to dip her toes - or rather dive head first - into a fashion career. Earlier this year Kate Hudson announced that she was working with Anne Taylor to create a capsule collection based on her personal style, while Katie Homes designs for her own New York-based label, Holmes & Yang, and Chloë Sevigny has been collaborating with trendy boutique Opening Ceremony since 2009.
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Not content with merely designing, Diaz has bought a stake in contemporary footwear and accessories brand Pour La Victoire where she has been named Artistic Director. The star, who is already an ambassador for watchmaker Tag Heuer told WWD: “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.”
The fact that Cameron is referencing her fashion influence suggests that she might bring some of her own style to Pour La Victoire. She has already been involved in the brand's Autumn Winter 2013 campaign shot by Terry Richardson and starring Australian model Jessica Hart, but now that her share in the company is confirmed the actress will inevitably have a bigger say in the direction of the advertising and branding.
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She explained: “Pour La Victoire gives me the opportunity to create something timeless. 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.”
While Cameron's first collection won't hit the rails until spring 2014, Pour La Victoire's Christmas promos will feature 'Cameron's Picks' - a capsule collection handpicked by the star to be showcased on the brand's website and social media platforms. Clearly keen to prove that her role at PLV is not just a fleeting daliance with fashion, the actress said, “I can’t speak about anyone else’s work ethic. I know how I work and I know when something is important to me. I’ll try my best and hope for the best. Not everyone succeeds or fails all the time. All I can do is engage with it.”
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Cameron, who starred alongside Toni Collette in romantic comedy In Her Shoes plans to start with accessories, working from the ground up. She revealed, “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.”
Take a look through Cameron's Style Evolution gallery below for a taste of what we can expect from her first PLV collection...