Cointreau have unveiled an exciting new partnership with French model-turned-actress, Letitia Casta.
Through history Cointreau has been close to women as they explore their creativity, embodying in many ways the free spirit of La Parisienne, the Parisian woman. As Creative Director of the House of Cointreau, Casta’s very first goal is to inspire women and dare them to be themselves, celebrating Cointreau’s signature art de vivre. For her first project Casta has chosen to celebrate Louisa Cointreau, due to her pivotal role for the House and her encouragement toward women to explore their creative side.
“It’s the fragility of a women that touches me. Today we want to be too strong, today we want to be too perfect, and I think it’s completely wrong. We have to be in love with our femininity and this is the message I want to get across.” said Casta, whose project also involves selecting female artists from all over the world to share their own twist on life. This will happen both through a series of ‘webisodes’, each an opportunity to freely exchange ideas, but also creative evenings inspired by the Cointreau Cafe’ Society.
Through her life, Letitia Casta’s talent has shone through various creative projects, which she has chosen instinctively with the desire of evolve and surprise. “Creative freedom is the possibility that from anything good or bad, you can create something from it and express it”, she said describing her belief in free-thinking and self-expression in an artistic context, but also the desire to challenge the rules with endless elegance and vitality. She is la Parisienne, par excellence.
The partnership between Cointreau and Casta began at the height of Paris fashion week, perfect timing to reflect the importance of creative freedom, daring in beauty and feminine elegance.