PARIS, FRANCE--(Marketwired - Jan 29, 2015) -
Editors' Note: There is a photo associated with this press release.
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 Creative Director.
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.
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 (already Cointreau's muse since the early 20th century) as well as the House's long-standing tradition of forging links with artists. Above all, Laetitia Casta was drawn to the Maison's core values, this unique blend of authentic, elegant and avant-garde creation".
Cointreau and Laetitia Casta share a passion for creation, a belief in self-expression and free-thinking, as well as a desire to challenge the rules with endless elegance and vitality.
In her role as Creative Director, Laetitia Casta has delved deep into the House's extensive archives to unearth many a rare and precious nuggets of information. Right from the outset of this creative project, Laetitia Casta has chosen to pay tribute to Louisa Cointreau and her pivotal role for the House's history in encouraging women to explore their creative side. 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. It reflects Louisa Cointreau's own mission: to inspire women to dare to be themselves. How will I bring this to life? Our project will invite women to develop their strength to dare, this positive energy that Cointreau calls "zest," allowing them to explore their creativity, to live new experiences and forge their own paths." Says Laetitia Casta.
Stay tuned and follow Laetitia Casta & Cointreau on:
Instagram - www.instagram.com/CointreauCanada
Tumblr - www.cointreau-officiel.tumblr.com
Pinterest - www.pinterest.com/cointreau1849
Youtube - www.youtube.com/cointreauofficiel
Vine - Username: Cointreau
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