Tapping the Queen
New York–based VF Corp. has signed a deal with musician and actress Queen Latifah to serve as spokesperson and creative consultant for its Curvation collection of intimate apparel, billed as a line designed for curvaceous women. Queen Latifah will appear on the product packaging and in commercials. One of her first projects as spokesperson will be to help launch Curvation Project Confidence, a multi-year program aimed at increasing and celebrating women’s confidence. The project will include the launch of the Curvation Project Confidence Awards, a nationwide search for “women who personify and project the power of confidence.”
