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Diaz on set of a Pour la Victoire ad campaign shoot, via WWD
Cameron Diaz is here to rescue shoe and accessor brand Pour la Victoire from the DSW sale rack. The actress—who not coincidently has also invested in the company—has been named (named herself?) artistic director of the company, and will be contributing to the design of shoe and accessory collections for the PLV line as well as marketing and advertising decisions. (So far, it does not sound like she will be appearing in ads, however, since she "doesn't do" endorsements.)
Diaz says function is going to be key to the designs, which will be a refreshing change from super-high heels and party bags the brand has become known for. "I live in heels 10 hours of the day. I know comfort in shoes... I want to have really great, functional shoes that are staples of the line," she tells WWD. Her first collection will hit stores in spring 2014.
· Cameron Diaz Named Artistic Director at Pour La Victoire [WWD]