TAG Heuer 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.
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. After all, where other than Paris, on the eve of Fashion Week, could such a celebration be held? The catwalk princess was positively radiant and at her cheeky best as she charmed the 150 journalists and VIPs in attendance.
The exhibition space, named after the Greek muse of tragedy, was magically transformed for the occasion 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 caged lion and its cub. 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?