Former Victoria’s Secret model recruited by Cointreau

Cointreau has appointed former Victoria’s Secret model Laetitia Casta as its new creative director, as it invites women to “dare to be themselves”.

Former Victoria’s Secret model Laetitia Casta is now the face of Cointreau

French-born Casta, a brand ambassador for L’Oreal and the face of several perfume brands, has joined the French triple sec brand at the height of Paris Fashion Week.

The partnership, which was formally announced yesterday at the Mussée de l’Orangerie in les Jardins des Tuileries in Paris, will see Casta work alongside Cointreau for the next two years.

Casta will aid Cointreau in delivering a programme of activity designed to “inspire women”. Launching in spring 2015, it will kick off with an homage to Louisa Cointreau, wife and muse of Caintreau creator Edouard Cointreau.

The programme will unfold through a series of online videos of creativity evenings inspired by the Cointreau Café Society and Warhol Factory, which will take place in locations around the world.

Each event is designed to “invite all women to dream, dare and create”.

Casta said: “For me, being a creative director means, first and foremost, having something unique to say.

“The partnership was born out of creativity, and a love for of it. I felt moved by the history of La Maison Cointreau, and the values that we share. Our collaboration has a deep-rooted connection because of our histories and that of all women. Women are rewriting this story day by day, through their creativity, their intuition, unique perspectives on others and their era.”