Piaget celebrates its 150th anniversary with a vibrant campaign starring Ella Richards, who brings along a captivating entourage that includes her brother Orson Richards, photographer Sascha von Bismarck, and artist/model Kesewa Aboah. This campaign, led by the effortlessly chic Ella, epitomizes the modern allure of the Piaget brand.
Richards, a descendant of rock and fashion royalty with familial ties to The Rolling Stones and Yves Saint Laurent muse Loulou de la Falaise, embodies the spirit of the legendary Piaget Society. This society, formed in the 1960s, became known for its magnetic pull on cultural icons such as Elizabeth Taylor, Andy Warhol, and Salvador Dali, who were drawn to Piaget’s bold and innovative designs.
The campaign features pieces from Piaget’s iconic collections, including Possession, Piaget Polo, and the newly introduced Piaget Polo 79 timepiece, all captured through the lens of Italian photographer Brigitte Niedermair. Niedermair’s work is renowned for its deeply feminine perspective, which perfectly complements the aura of mystique surrounding Richards and her close circle.
Shot with backgrounds of burnished gold and deep, luminous blue, the images possess a dream-like quality that invites viewers into a world of glamour and intimacy. The dynamic of the group is portrayed with an authentic energy, suggesting a life lived at the intersection of heritage and contemporary creativity. Adding a cinematic dimension to the campaign, cinematographer Ross Richardson uses a funhouse of revolving doors in the moving images, symbolizing the perpetual motion and inclusivity of the Piaget Society.
Through this campaign, Piaget not only marks a significant milestone but also reinforces its status as a brand at the forefront of luxury, embracing both its heritage and its future with open arms. Ella Richards, with her natural elegance and intrinsic connection to cultural aristocracy, serves as the perfect ambassador for Piaget’s continued journey into the world of high-end jewelry and timepieces.
