Cameron Diaz turns artistic director for shoe and bag label Pour la Victoire

Cameron Diaz turns her hand to designing as the artistic director for handbag and footwear brand Pour la Victoire. Already a face in the fashion world as a model for watchmaker Tag Heuer, alongside Leonardo DiCaprio, this will be the actress’s first venture in to the world of design with the New York-based label.

The French-inspired luxury brand will give a share of creative control to Diaz in the brand’s handbag and shoe collections, in addition to merchandising, marketing and advertising. “There’s a lot I have to learn about the business,” Diaz explains to WWD, “I’m interested in learning how collections are created…Pour la Victoire gives me the opportunity to create something timeless.”

Although Diaz’s first collection for the label won’t be available until next spring, a taster of the actress’s style will be released in an A/W campaign of Cameron’s Picks. Curated by Diaz, this will be a selection of pieces from Pour la Victoire’s current lines that will be put together in a capsule collection. A confirmed shoe lover, Diaz is most excited about is getting creative with shoe designs, making them functional and fashionable.

“I live in heels 10 hours of the day,” Diaz tells WWD “I know comfort in shoes. There are some shoes you would die to wear but they are painful. I want to have really great, functional shoes that are staples of the line.” Her ideas also include making bags more functional by adding extra pockets but keeping the touches of luxury that are principal to the brand.

Let’s hope Diaz’s transfer from celebrity to fashion is as successful as Victoria Beckham and not a disaster like Lindsey Lohan.

Hollie Bracciale

Shop the Pour la Victoire collection here.