Piaget taps Ella Richards as new face of the brand

Piaget, the 150-year-old jeweller beloved by the fashionable jet-set of the 1960s and 70s - including Elizabeth Taylor, Andy Warhol, Salvador Dali and Brooke Shields - has signed British rock and fashion heiress Ella Richards as its new face

18 April 2024

By Kim Parker

Piaget, the Swiss watchmaker and jewellery maison, is marking its 150th anniversary year with a touch of rock and roll, by signing model Ella Richards as its new ambassador.

The granddaughter of The Rolling Stones rocker Keith Richards and Anita Pallenberg, the New York-born British model is also the great-niece of fashion royalty Loulou de la Falaise, who was the long-time muse of Yves Saint Laurent and one of the originators of Bohemian chic. Speaking to British magazine Tatler last year, Richard’s revealed that her fashionable grandparents used to swap their wardrobes. “Most of my family are slightly mad and crazy or weird. They borrow each other’s clothes. My grandfather used to wear my grandmother’s clothes, and she used to wear his.”

Piaget new ad campaign
Rock and roll royalty Ella Richards is the new face of Piaget, with a campaign photographed by Brigitte Niedermair

Richards, who previously modelled for Piaget’s ‘Metaphoria‘ high jewellery collection last year, will star in the brand’s new anniversary campaign, which was lensed by Brigitte Nidermair and will launch this spring.

At the same time, Piaget has made it a celebrity hat trick by signing South Korean superstar Lee Jun-Ho and Thai actor Nattawin ‘Apo’ Wattanagitiphat.

Lee Junho
Lee Junho joins Ella Richards as a new global ambassador for Piaget

A member of the K-Pop boy band 2PM, Lee (also known as ‘Junho’) made his film acting debut in the 2011 film “White: The Melody of the Curse,” and his television debut in 2016 in the Koren television drama, “Memories”. He was critically lauded for his dual role as both a Japanese artist and a Korean student in the 2018 film, “Rose and Tulip.”

Apo Nattawin
Thai actor and fashion influencer Apo Nattawin has also joined as Piaget’s new global brand ambassador

Alongside being an talented actor, Apo Nattawin is also model and fashion influencer, with millions of followers on Instagram. The star of the hugely popular Thai action and romance TV series, “Kinnporsche”, is a sought-after guest for fashion events across Southeast Asia and was named a brand ambassador for Dior last year.

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