Georg Jensen chooses role models over models in new global campaign

For those of you that don’t know, Georg Jensen, founded in 1904 is a Danish design company renowned for artistic boldness, superior craftsmanship and visionary collaborations with leading artists and designers.

On the cutting edge of design for more than 112 years, Georg Jensen is setting the bar higher with a new advertising campaign that celebrates five influential and inspirational women, and here at Addicted, we think that’s pretty awesome.

”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”, says Georg Jensen CEO Eva-Lotta Sjöstedt, who herself was appointed the first female CEO of Georg Jensen earlier in 2016 and today leads the senior management team, where 50% of the members are female.

Role models rather than models

Georg Jensen’s campaign entitled You can never be too much you – which spans online and offline media worldwide – features award-winning film director Susanne Bier (Denmark), WBA, WBC and WBO world champion welterweight boxer Cecilia Brækhus (Norway), award winning 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.

We have all seen enough “models” that really have no role in what we really want to see, what we really want to see are people who are making a difference, making a change or maybe just shaking things up. either way we say thumbs up!

Photographer: Elisabeth Toll



Founder, CEO at Addicted
I’m ADDICTED to great travel, amazing food, better grooming & probably a whole lot more! Mark Munroe is the Creator and EIC of ADDICTED.