Cameron Diaz lands artistic director role

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Cameron Diaz is the new artistic director for Pour La Victoire.

The actress has assumed the position after purchasing a stake in the luxury accessories brand.

This is the star's first foray into fashion design, and will see her collaborate on the label's contemporary footwear and handbag collections.

“I don’t do endorsements really. This is completely different,” Cameron 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. 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.”

The debut line from Cameron will launch in spring next year. Her first design attempts have been on a functional yet fashionable shoe line.

“I live in heels ten hours of the day,” she laughed. “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.”

Cameron hopes to produce similarly sensible styles for handbags. The blonde will add practical details such as pockets to designs, while keeping the luxury feel present through weaving.

“If you’re spending $500 on a bag, it should be your partner in life,” she said. “That’s what a bag is for women. It holds everything important in your life as long as you’re carrying it.”

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