Danish design house Georg Jensen has replaced models with an international cast of inspirational women in a new global campaign aimed at encouraging women to be themselves and to make their own success. The message of the campaign is clear: You can never be too much you.
Role models rather than models
The campaign features award-winning film director Susanne Bier (Denmark), WBA, WBC and WBO world champion welterweight boxer Cecilia Brækhus (Norway), award-winning comedian Sarah Kendall (Australia), professional motocross rider Behnaz Shafiei (Iran) and Dominique Crenn - the world’s best chef (USA). All women who have defied conventions and risen to the tops of their industries
”At Georg Jensen we’ve always encouraged women to be themselves and make their own success - our campaign is the extension of that very philosophy and the women featured are the embodiment of that”, says Georg Jensen CEO Eva-Lotta Sjöstedt, who herself was appointed the first female CEO of Georg Jensen earlier in 2016 and today leads the senior management team, where 50% of the members are female.
Discover more about the demanding, strong, provocative, loud and ambitious women who feature in this powerful campaign…
In a country where women are banned from driving motorcycles, it is an outstanding achievement in itself that Behnaz Shafiei has fought her way to become a motocross rider. But the pursuit of performance is far from over: She is currently among a small group of women in Iran given exclusive permission to ride on off-road circuits - but still not public roads or professional competitions. Her goal is to one day represent Iran in an international championship. She won’t give up pursuing this provocative dream - and she is not apologising for it.
Cecilia is hard-hitting in the boxing ring. But she has also fought battles outside of it; to legalise professional boxing in her native Norway. She always wins and has knocked out most of her rivals - both inside and outside the ring. Professional boxing is now legal in her home country and she is the first woman in the world to hold championship titles with both WBA, WBC, IBF and WBO at the same time. Make no mistake; Cecilia Brækhus is stronger than most strong men and women - and she is not apologising for it.
Sarah Kendall has established herself as one of the hottest names on the international comedy scene and has won some of the most prestigious stand-up comedy awards there are. Sarah Kendall is loud. Louder than most people. She yearns to hit the sweet spots on point and make people laugh and reflect - and she is not apologising for it.
“Women can kick ass too!” Dominique Crenn says, hoping to be an inspiration to other women, who wish to reach for the stars. She has two of them; Michelin stars, that is. And she is the first female chef in the US to accomplish that. She was also awarded Best Female Chef during the World’s 50 Best Restaurants awards in 2016. In her acceptance speech she confronted the absurdity that there is still something called Best Female Chef instead of just Best Chef. Dominique Crenn is extremely ambitious - and she is not apologising for it.
Susanne Bier has paved her way to the very top of the film industry. With numerous statuettes in her award collection and a keen eye for original and modern storytelling, she is a great inspiration to directors all over the world. Susanne Bier is demanding in her path towards perfection. Everyone on set needs to push themselves to their limits - and she is not apologising for it.
Georg Jensen is a Danish design company renowned for artistic boldness, superior craftsmanship and visionary collaborations with leading artists and designers. Founded in 1904 by master silversmith Georg Jensen, the company creates Scandinavian designed collections including: sterling silverware and flatware, fine jewellery, watches, accessories and a home collection.
Georg Jensen Flagship Boutique
89 Mount Street, Mayfair
London W1K 2SR
www.georgjensen.com