Introducing the inspiring women of Georg Jensen


Introducing the inspiring women of Georg Jensen
Danish design house Georg Jensen, have released their brand new campaign which replaces models with female role-models.

The campaign message reads “you can never be too much”, in a world where women are constantly being discouraged from being their true selves, the sentiment and the women who represent it, is refreshingly real.

After 112 years in the business, Georg Jensen is seeking to alter the landscape, promoting powerful, inspirational women to their rightful position – as the role models they were born to be.

Georg Jensen CEO Eva-Lotta Sjöstedt, herself breaking down boundaries after being appointed the first female CEO of Georg Jensen earlier in 2016, today leads the senior management team, where 50% of the members are female.

“At Georg Jensen we’ve always encouraged women to be themselves and make their own success – our campaign is the extension of that very philosophy and the women featured are the embodiment of that.”

Georg Jensen’s campaign entitled, You can never be too much, features award-winning film director Susanne Bier (Denmark), WBA, WBC and WBO world champion welterweight boxer Cecilia Brækhus (Norway), awardwinning comedian Sarah Kendall (Australia), professional motocross rider Behnaz Shafiei (Iran) and Dominique Crenn – the world’s best chef (USA). All women who have defied conventions and risen to the tops of their industries:

”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 women featured are powerful role models, and we’re very proud to be featuring them in the campaign”, says Eva-Lotta Sjöstedt.

Georg Jensen has a strong history of championing inspirational women. From the master silversmith Georg Jensen’s wife Laura and daughter Lise, who were integral to the beginnings of the business, to the countless collaborators – such as Vivianna Torun Bülow-Hübe, Nina Koppel and the late Zaha Hadid, the design house has shared its walls with great women from around the world.

”In this campaign we celebrate five demanding, strong, provocative, loud and ambitious women, who don’t compromise about who they are”, ends Eva-Lotta Sjöstedt.

So who are these women?

Behnaz Shafiei (pictured above) Motocross rider, Iran

“You can never be too provocative”

In a country where women are banned from driving motorbikes, her achievements are beyond astounding. Not only has this incredible woman fought her way to the top of her field, but she is paving the way for others to follow in her footsteps. She has received permission to ride on off-road circuits, and although she is still denied access to public roads or professional competitions within Iran, her never-ending goal is to one day represent Iran on the international stage. She will never stop pursuing this dream and nor will she be apologising for it.

Susanne Bier

Susanne Bier, Award winning director, Denmark

“You can never be too strong”

Paving her way to the top of the film industry, she is an inspiration to hopeful directors and amateur filmmakers the world over. Again, she demands perfection, both of herself and the people on her set – and she’s not apologising for it.

Sarah Kendall

Sarah Kendall, Award winning comedian, Australia

You can never be too loud”

Whoever said that women aren’t funny was wrong – and they most definitely had never met Sarah. Louder than most, Sarah’s comedy genius has delighted audiences all over the world, even winning her some of the most prestigious stand-up comedy awards available. Sarah will always make you laugh and reflect and she’s not apologising for it.

Cecilia Braekhus

Cecilia Braekhus, World champion boxer, Norway

You can never be too strong”

Smashing records in the ring has only been half the battle for world champion boxer Cecilia. Breaking records outside of the stadium, Cecilia was instrumental in legalising professional boxing in her native Norway – proving to be a knockout competitor in and out of the ring, time and time again. Cecilia is the first woman in the world to hold championship titles with both WBA, WBC, IBF and WBO at the same time – and you can bet she is not apologising for it.

Dominique Crenn

Dominique Crenn, World’s best female chef, USA

You can never be too ambitious”

“Women can be kick ass too!” says Dominique, hoping to pave the way for women to rise to the top of an historically male-dominated field. While she was reaching for the stars, she managed to bring back two of them – Michelin stars to be exact. She is the first female chef in the US to accomplish this feat and was awarded Best Female Chef during the World’s 50 Best Restaurants awards this year. Not one to let the moment go to waste, she remarked about the absurdity of still having a category that separates men and women in the industry, even in 2016. Her ambition is never-ending and she is not apologising for it.

What do you think of the latest campaign?

Watch the full video below and tell us your thoughts.



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