A Legend is Born ...

Is accident I found this on Sven’s laptop after I press wrong button.

A legend is born …
Introducing the new global face of Destiny plc Men’s Range Products

Finding the right person to match one of the best-known and best-loved brands in the world was never going to be easy. When it was announced that we were searching for an ambassador to reflect our core values of aspiration, creativity, hope, health, self-empowerment and energy, we were inundated with suggestions from people across every land. This unique person would need to have the beauty of Brando, the charisma of Kennedy, the originality of Einstein. We wanted a person whose looks were amazing and yet beneath the surface was also a deep spiritual being who could be entrusted with our mission statement. We had never imagined that the search for this special person would be a journey that would take us across every continent as we attempted to match our dreams with realities. Not since the contest for the star role in Gone With The Wind has there been such a search and among the most eligible people on the face of the earth. But, after a long journey that has taken literally thousands of hours, we are finally able to announce our choice.

As in an earlier arrival that had such momentous consequences for human history ever after, it was an inauspicious beginning for our new global face. A humble start on the outskirts of Stockholm in Sweden where he played football with his brothers next to the beautiful blue Baltic Sea, never dreaming that he was born for much greater things. A hard-working and entrepreneurial student who had his heart set on an acting career from an early age. A year in London where he would rub shoulders with some of the most glittering names in the art and fashion world, becoming the prodigy of well-known gallery owner Antony Self and his wife Cressida, and from where he would begin to complete the circle of his true destiny. It was as if we both knew that one day both our destinies would meet and an electrifying synergy be born. His name is Sven Appelson and from 1 February 2008 he will be the worldwide representative for our brand. The board of Destiny plc looks forward to welcoming Sven to their global headquarters in New York on this date, after which he will be working across all media platforms to take their range of after-shave, moisturising and exfoliating products to even more exciting heights. Sven Appelson will be based in New York and, will, without a doubt be the best-known model for the decade to come. A new legend is born ….

For more information please contact Tiffany Soames Destiny PR: 212 668 2500