Georg Jensen replaces models with champion boxer, TV chef and motorcross rider

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Danish design house Georg Jensen has replaced models with ‘role models’ in a new global campaign aimed at encouraging women of the world to be themselves and to create their own success.

Cecilia Brækhus, a Norweigan world champion boxer, Dominique Crenn, world’s best female chef, USA, and Behnaz Shafiei, an Iranian motorcross rider, are three people who are featuring in the campaign, whose message is: “You can never be too much you.”

Georg Jensen has teamed up with creative agency, Forsman & Bodenfors, and award-winning director Lærke Herthoni, to celebrate five influential and inspirational winning women in its global campaign.

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Dominique Crenn, who has two Michelin stars, said: “Women can kick ass too!” She hopes to be an inspiration to other women. She was awarded Best Female Chef during the World’s 50 Best Restaurants awards in 2016.

Cecilia Brækhus, a world champion boxer, has fought to legalise professional boxing in her native Norway. She was the first woman in the world to hold championship titles with WBA, WBC, IBF and WBO at the same time.

Behnaz Shafiei is a motocross rider from Iran, a country where women are banned from driving motorcycles. Georg Jensen said it is an outstanding achievement in itself that Behnaz Shafiei has fought her way to become a motocross rider.

Sarah Kendall, an award winning comedian, is also featuring as one of the model replacements.

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