Cameron Diaz Is the Artistic Director at Pour La Victoire

07/22/2013 at 01:00 PM ET

Cameron Diaz Pour La VictoireSteve Eichner/Courtesy WWD
She’s played some pretty out-there characters in the past, but Cameron Diaz‘s latest role may surprise you.

She has signed on as the artistic director of accessories line Pour La Victoire — and, following in the footsteps of fellow celeb spokespeople-slash-investors Katie Holmes and Jennifer Aniston, Diaz will be a stakeholder in the company.

“I don’t do endorsements really. This is completely different,” Diaz tells WWD. “Being influential in a brand and in its [advertising] campaigns interests me. I love fashion. It’s a large part of my life.”

PHOTOS: Check out what stars are wearing to Hollywood’s biggest events!

In her role as artistic director, Diaz will have a say in the design of the brand’s handbag and shoe collections, and she’ll help expand its everyday wear as well. And for those who doubt her commitment, she’s already been on set overseeing the Pour La Victoire fall campaign shot by Terry Richardson — though she has said she doesn’t plan to be in front of the camera as the brand’s face.

“Pour La Victoire gives me the opportunity to create something timeless,” Diaz says. “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.”

Diaz’s first designs will hit stores in the spring, though she’ll curate favorites from the collection on the company’s web platforms sooner. Check out all the details at WWD, then tell us: What do you think of this partnership? Are you excited to see her designs?

–Alex Apatoff

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Showing 16 comments

guest on

How can she say she doesn’t do endorsements when she schills for Tag Heuer watches?

Marie on

I guess this is what happens when a woman turns 40 in Hollywood and prancing around in your underwear doesn’t cut it anymore. She could do better ala Jessica Lange and Meryl Streep.

traycee on

Um….. why?
On a side note, photoshop is for liars.

lunyc on

Good for her! She’s getting older and looking for new opportunities. Smart cookie.

Guest on

Classic Hollywood exit strategy. Any idea of price point for the bags?

Mike Gordon on

This is the perfect job for an “old bag” like Diaz!

yepisaidit on

Along with the other 250,000 purse designers….I mean really?

suzy diamond on

EVERY celeb is designing SOMETHING on the side. That’s not unique. What happened to her film career?

kim on

how EASY it is to make money when you already HAVE money…too bad us ”common folk” could never pull this off….

Guest on

Oh..this makes me happy! Cam has a great sense of style and I love this brand. I own two of their handbags. I saw another post asking about their pricing; they are in line with Coach. Pour La Victoire’s quality is wonderful! Can’t wait to see what they come up with. I think it’s great when actors branch out. Just like anyone else they probably have a few passions in life, so why not pursue them when the opportunity presents itself? For those posting negative comments (shocker), you don’t have to buy what they’re endorsing so just move on versus taking the time to post a snarky comment..

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