PARIS, Jan. 29, 2015 /CNW/ - La Maison Cointreau and Laetitia Casta have chosen the Musée de l'Orangerie, in the heart of Paris, to announce their creative partnership, starting this year. Cointreau, the definitive orange liqueur, and the French actress, emblematic of Parisian style, join forces as the House of Cointreau appoints Laetitia Casta as its Creative Director.
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Cointreau and Laetitia Casta are crafting a unique creative program that will spawn a wealth of projects, each conveying the essence of the partnership in a way that is both avant-garde and inspiring.
Consistently over time, Cointreau has been close to women as they explore their creativity, break free from convention and make their own way in the world. In many ways, Cointreau embodies the free spirit of la Parisienne, the Parisian woman.
Laetitia Casta's talent shines through creative projects she chooses instinctively and she brings to life with passion. She is ever evolving, ever surprising. She is la Parisienne, par excellence.
There is close affinity between the two, given Laetitia Casta's personal preference for Cointreau. But first and foremost, it is the DNA of the House that resonates deeply with Laetitia: the story of Louisa Cointreau (the Maison's first lady), that of la Parisienne as well as the House's long-standing tradition of forging links with artists.
In her role as Creative Director, Laetitia Casta has delved deep into the House's extensive archives to unearth many rare and precious nuggets of information. As part of this work, Laetitia Casta will invite selected women from the four corners of the globe to share their own twist on life.
This is just a first glimpse of the project coming up in spring 2015, says Laetitia Casta. The creative project will evolve organically through a series of "webisodes," each an opportunity to freely exchange ideas. Creativity evenings inspired by the "Cointreau Café Society" will take place around the world.
The partnership officially begins today, at the height of Paris Fashion Week. Artists Ana Calvi, Daphné Navarre, Yohan Masliah, Ylva Falk, Alex June, Maïa d'Aboville, Lili Choï were the first to collaborate with Laetitia Casta for La Maison Cointreau.
This is an extraordinary adventure in the making.
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