Mason Boucheron announces model and actress Laetitia Casta as their new brand ambassador. The choice comes as a surprise. Laetitia Casta is one of a number of french celebrities, including Catherine Deneuve, who came out against the #MeToo movement last year.
“I am not a feminist but a woman,” Casta told Corsican news outlet during an interview “Women need not be afraid … How can we give so much power to others? We are big enough to say what we want! We are responsible for ourselves.”
Casta publicly condemned the #MeToo hashtag, the equivalent in French is #balancetonporc – or “#ratoutyourpig”, when millions of French women came forward with allegations of sexual abuse and harassment on social media. She stated the hashtag was too divisive.
“I do not agree with #balancetonporc. What next – #shameyourslut? Hostility and hatred of men won’t move things forward,” said Casta.
Yesterday, the 120 year old french jeweler Mason Boucheron announced their partnership with Laetitia Casta in a press release. The message states:
Mason Boucheron is pleased to announce Laetitia Casta as the new brand ambassador. Laetitia Casta is a modern, confident and fulfilling woman who knows how to take risks, who believes in her passions and knows how to share her convictions as well. Her strong personality, her values, her choices are all assets to embody the Maison Boucheron in France and abroad. By her elegance, Laetitia Casta meets the values of Maison Boucheron echoing our mission: to represent French jewelry, creative and visionary, in the world.
Hélène Poulit-Duquesne, President and Chief Executive Officer
Laetitia Casta is a French actress and director. Prior to film, she was an international model who worked with the biggest names in fashion. She was the muse of Yves Saint-Laurent, Jean-Paul Gaultier and many others. Her campaign with Guess in the 90s made her a household name.
In 1998 Laetitia Casta moved towards cinema and television. Currently, Laetitia Casta is working on Ingmar Bergman’s play Scenes de la Vie Conjugal which is now on tour and she is scheduled to begin shooting a film with her husband, filmaker Louis Garrel, provisionally titled “The Fatalist”.