Thursday, October 30, 2014
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Cameron Diaz is Pour la Victoire's new Artistic Director

Was she giving the world signals when she starred in Jennifer Weiner's In Her Shoes?

Cameron Diaz is Pour la Victoire's new Artistic Director

Cast member Cameron Diaz poses at the Los Angeles premiere of the film "What to Expect When You´re Expecting," Monday, May 14, 2012, in Los Angeles. The film is released in theaters on May 18. (AP Photo/Danny Moloshok)
Cast member Cameron Diaz poses at the Los Angeles premiere of the film "What to Expect When You're Expecting," Monday, May 14, 2012, in Los Angeles. The film is released in theaters on May 18. (AP Photo/Danny Moloshok) ASSOCIATED PRESS

Was she giving the world signals when she starred in Jennifer Weiner's In Her Shoes?

WWD reports that actress Cameron Diaz is Pour la Victoire's new "artistic director." What makes this story different is that the face behind hit films like The Holiday and Charlie's Angels has avoided the familiar celebrity-turned-designer route taken by Sarah Jessica Parker, Victoria Beckham and the Olsen twins. Diaz has made it clear that although the news comes as a bit, more like a gaping surprise to the industry, she does not see her work with Pour la Victoire as an "endorsement deal."

Diaz has an undisclosed stake in PLV Studio which allows her to emphasize her "partnership" role within the company. Although her influence on Pour la Victoire's brand aesthetic will not be felt until Spring 2014, the company will roll out a new campaign dubbed "Cameron's Picks" this fall and holiday season.

This is Diaz's "first real foray" into fashion. The actress will be designing the brand's shoes and handbags, in addition to offering her guidance on corporate strategies.

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