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Shining Role Models

The philosophy of design icon Georg Jensen was to create democratic designs that combined functionality and beauty. His artisanal skill and artistic talent, combined with his commitment to identifying and supporting design talent, was the foundation on which he built the Georg Jensen Design House in Copenhagen in 1904.

In a contemporary expression of its founder’s ethos, his Georg Jensen has just launched a new advertising campaign, titled ‘You Can Never Be Too Much You’, celebrates the determination and skills of female ‘role models’ rather than the physical beauty of professional ‘models’.

The campaign features:

Dominique Crenn (left), the first female chef in the U.S. to earn two Michelin stars who, on June 13th 2016, was awarded the title ‘Best Female Chef’ at the World’s 50 Best Restaurants Awards.

Australian comedian Sarah Kendall (right), who has established herself as one of the hottest talents on the international comedy community, and has won some of the industry’s most prestigious stand-up comedy awards.

Award-winning, Danish film director Susanne Bier (left) who, despite the notorious glass ceiling in the movie industry, is famous for her feature films Brothers, After the Wedding and the Academy Award-winning In a Better World.

Norway’s, WBA, WBC and WBO World Champion, welterweight boxer Cecilia Brækhus (right), who is the first woman in the world to hold all three titles simultaneously.

Iranian Behnaz Shafiei (left) who, despite being from a country where women are banned from driving motorbikes on the road, has managed to become a professional motocross rider.

Every woman appearing in the campaign is someone who has defied cultural conventions and gender barriers to rise to the top of their industry.

Georg Jensen CEO Eva-Lotta Sjöstedt, who herself was appointed the company’s first female CEO earlier in 2016, and today leads the senior management team where 50% of the members are female, explains:

”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 it.”

You can find the campaign ad here

Sketch image: Georg Jensen
Bangle image: Georg Jensen
Cecilia image: The Inspiration
Dominique, Sarah, Susanne & Behnaz images: ABDI