An entrepreneur, a photographer, an equestrian champion and an actress. Four very different careers, one Piaget campaign.
The Swiss watch and jewellery house has enlisted Karen Wazen, Lara Al Amri, Marwa Al Hashimi and Cynthia Samuel for its latest regional editorial, drawing inspiration from its creative heyday in the 1960s. Think graphic silhouettes, unconventional shapes, textured gold and plenty of colour.
The casting is interesting for its range of personalities. Dubai-based Lebanese-British entrepreneur Karen Wazen has built an eyewear business since launching her namesake label in 2018, with designs worn by Dua Lipa and Gabrielle Union. Her career, which began in the digital space, has since grown into a brand with international distribution.
Saudi creative Lara Al Amri comes from a different discipline. Working across photography, fashion and cultural storytelling, her work documents the region’s evolving relationship with art and identity. Meanwhile, Emirati equestrian champion Marwa Al Hashimi represents the sporting world, competing in endurance riding, a discipline demanding considerable physical and mental resilience. Completing the line-up is Lebanese actress and model Cynthia Samuel, whose career spans television, fashion and editorial work.
For Karen Wazen, the campaign’s emphasis on individuality reflects her own career. “My career has evolved in many different ways, and I’ve learned to allow myself to grow, change and create my own definition of success rather than follow a set formula,” she says.
Beyond the personalities, the campaign puts three of Piaget’s recognisable collections in focus. The Sixtie watch draws on geometric design and an unconventional silhouette, while the Possession Decor Palace collection explores textured gold and light. Possession Vibrant Palace takes the colour further, pairing ornamental stones with textured gold.
The visual direction references Piaget’s 1960s design vocabulary, a period associated with its experimentation in jewellery and watchmaking. The campaign also revisits four principles central to the house, House of Gold, Art of Colour, Play of Shapes and Creative Movement.
It’s a fitting reference point for a campaign built around women who have pursued different definitions of success. As Marwa Al Hashimi puts it, “Creativity and freedom are closely connected for me.”
And while the jewellery looks to Piaget’s past, the women wearing it are part of the region’s present.
