Zinedine Zidane is new face of Montblanc
It's a significant new recruit for the luxury brand Montblanc, which has just named French football manager and former footballer Zinedine Zidane as its new muse.
The brand, owned by Swiss luxury behemoth Richemont, has announced that it is partnering with the former 1998 world champion on brand campaigns for luxury pens, leather goods and perfumes. For the latter category, Zidane will be the new face of the brand's star fragrance Montblanc Legend.
The announcement comes just a few months after the opening of the new Montblanc concept store "Suite 4810" on Paris' Champs-Elysées. The store is a concept halfway between a boutique and a luxury hotel, its name referring to the height of the Mont-Blanc massif.
Zidane welcomed the partnership with Montblanc by recognizing the brand's cultural impact and values, insisting "that each of us can leave a trace, by living a life made of passion and challenges, and by doing everything to put them into action.
"A house that knows how to transmit ideas and thoughts to others through the power of writing," added Zidane, "a philosophy that I share and that echoes the culture I received from my father and my family and that I try to pass on myself. Only a few people know this but I write every day in my personal notebook. I don't just sign autographs!"
Starting in September, Zidane will appear in a first campaign focused on Montblanc leather goods, highlighting the importance of mobility in all its dimensions, before promoting the range of pens and writing instruments, "the best instruments for unlocking creativity and sharing ideas."
Scheduled before the end of the year, a press, digital and TV campaign dedicated to the Montblanc Legend fragrance will pay tribute to the French sports icon and legend, his passion, talents, determination and a state of mind "that does not seek glory but aspires to leave a mark by displaying his goals, convictions and passion."
The development of the Montblanc fragrance license is managed by the Interparfums group, which manufactures and distributes on an exclusive worldwide basis the prestige fragrance and cosmetic lines of the Boucheron, Coach, Jimmy Choo, Karl Lagerfeld and Van Cleef & Arpels brands, and owns the Lanvin and Maison Rochas fragrances.
The group announced for 2021 an estimated turnover of 560 million euros.
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