For the first time since 2015, Cara Delevingne graces the face of luxury watch brand TAG Heuer’s campaigns. Reviving the tagline #dontcrackunderpressure, the brand hopes to reincarnate it’s core values most popular in the 1990’s.
“Unbreakable determination” defines the ambassadors who have been the face of the campaigns- previously featuring Maria Sharapova, Steve McQueen, and Cristiano Ronaldo. Delevingne is no exception. Throughout her career, she has worn many hats- from model, to singer, to designer, to writer, to activist, which makes TAG Heuer and Delevingne a perfect match. When Delevingne first shot for the brand three years ago, the campaign depicts her showing off her lion tattoo, snarling like the cat depicted on her finger. Fast forward to this year’s campaign, and we find Delevingne in the South African brush less than 10 meters from the animal she holds in such high regard.
To celebrate the new campaign, LVMH teamed up with Paper Work and the Peninsula Hotel to throw a lively get together on the rooftop terrace. Bottles of Veuve Clicquot greeted guests at the entrance, and a wide range of small bites from the legendary Salon de Ning were provided. Cara herself made an appearance, for a short interview around 20:30 on the main stage.
She said of the campaign and working so closely with the Lions themselves, “it’s not something that scared me, I was just so honored and humbled”.
