Cecilia Braekhus for the new Georg Jensen campaign.


Role models are more important than models in a new global Georg Jensen campaign aimed at empowering women and encouraging them to be themselves. The campaign message is “You can never be too much you.”

For the campaign, the Danish design house worked with five influential women: film director Susanne Bier from Denmark; WBA, WBC and WBO world champion welterweight boxer Cecilia Braekhus, from Norway; comedian Sarah Kendall, from Australia; professional motocross rider Behnaz Shafiei, from Iran, and world’s best female chef for 2016 Dominique Crenn, from the U.S.

Eva-Lotta Sjöstedt — the first woman chief executive officer of the company, appointed earlier this year — said, “Georg Jensen is for women all over the world who embrace their voices and create their own path — and don’t let anyone else define them. We wanted this campaign to transcend ideals about beauty, putting focus on personality first.”

The new campaign is the latest example of the company’s commitment to championing powerful women. The brand’s senior management team is 50 percent women, including U.S. president Meeling Wong. The company also recently collaborated with the late Iraq-born British architect Zaha Hadid, as well as Spanish architect and designer Patricia Urquiola.

The Danish design house isn’t the only company that is focusing on campaigns that empower women. Earlier this year, American Eagle Outfitter’s Aerie brand named Iskra Lawrence its AerieReal Role Model. Lawrence is also a National Eating Disorder Association advocate. The campaign was about embracing all body types. The American retailer continued its focus on body positivity and self-love in August with a new Share Your Spark campaign.

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