The It Girl and The It Brand

DAY TO DAY
Friday, May 22, 2015
THE IT GIRL AND THE IT BRAND
The It Girl and The It Brand

Skate park or red carpet? Sneakers or stilettos? Ravishing smile or funny face? Difficult choices to make, which is why TAG Heuer takes it all and chooses Cara Delevingne — the most disruptive It Girl of the moment — as its new feminine ambassador. She has a massive social media presence, is up for everything, and relishes freedom.

 

Born under the sign of Leo in London in 1992, Cara is the new ruling queen of the media jungle, the It Girl spokesperson for the online generation, and the top fashion model of our day. What is most refreshing about her is the way she navigates so cooly through these high-pressure worlds with her indomitable take-me-as-I-am élan. She is a true path-breaker, who, like TAG Heuer, pushes past conventions and limits with creativity and passion, and never cracks under pressure.

 

TAG Heuer held Cara Delevingne’s “Welcome to the TAG Heuer Family” fête in the Salle Melpomène, the most beautiful room in the Ecole des Beaux Arts de Paris. The catwalk princess was positively radiant and at her cheeky best. The exhibition space was magically transformed into a theatre of antiquity, with the solemnity of a red carpet experience and the unexpected presence of wildness. Cara, unafraid of the muse’s spell, showed her impish tomboy side as she strode boldly down the aisle, gliding around … a lion. Yes, lion, like the one tattooed on her index finger, her emblem — with floating mane and graceful gait perfectly matching Cara’s. The audience was stunned into silence; no one had expected it, or seen anything like it. Who would dare pull such a stunt? TAG Heuer, of course. And who would dare accept it? Cara Delevingne, who else?

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