First look: Sienna Miller hired to 'hip-ify' Piaget - Fashion - Life & Style - The Independent

French jeweler Piaget is celebrating the 20th anniversary of its Possession range with fashion 'it girl,' Sienna Miller as its new cover star.

Clearly meant to target the next generation of customers, the ads show an angelic-looking Miller, wearing necklaces from the collection.

Shot by Raymond Meier (and styled by Elissa Santisi and Gucci Westman) in New York, the campaign is soon to be unveiled, but in the meantime, Piaget is already banging the social media drum to stir up excitement for the anniversary celebrations: a making-of video will go live on YouTube on May 17, and the jeweler has also launched a Possession-themed video contest on Facebook, http://www.facebook.com/Piaget.

Miller is quickly upping her fashion credibility: she previously starred in style-laden films including Factory Girl, graced the cover of US Vogue and the campaign for the Boss Orange fragrance, while co-running the Twenty8Twelve label.

More information on Piaget's anniversary can be found at http://www.piaget-possession.com.

Most Viewed
Most Shared
Most Commented

SPONSORED FEATURES

Free trial of new Independent iPad app

Get your daily dose of the best of British journalism, sponsored by American Airlines

Atlantic Canada Posh Nosh Prizes & offers

Business videos

Win a three-week coastal jaunt

Spend three weeks exploring every nook and cranny of gorgeous Atlantic Canada.

iPad app Posh Nosh Prizes & offers

Business videos

Amazing restaurant offers

Three glasses of free champagne and a special menu at 46 top London restaurants.

iPad app Atlantic Canada Prizes & offers

Business videos

Latest Independent competitions

Win anything from gadgets to five-star holidays on our competitions and offers page.

iPad app Atlantic Canada Posh Nosh

Business videos

Commercial thought leaders

Watch the best in the business world give their insights into the world of business.

iPad app Atlantic Canada Posh Nosh

Prizes & offers

Apple admits it has a human rights problem

Apple admits it has a human rights problem

After years of complaints and workers' suicides in China the technology giant faces up to the human cost of its gadgets

Peter Moore: 'I feel guilty I'm the only one alive'

Peter Moore interview

'I feel guilty I'm the only one alive'

Sellafield faces nuclear option as overspending threatens plant's future

Sellafield faces nuclear option

Overspending threatens plant's future

Israel blames Iran for embassy bomb attacks

Israel blames Iran for embassy bomb attacks

Tehran rejects Netanyahu's 'lies' after diplomats in India and Georgia targeted

Former manager enjoying Apoel crack at the big time

Tommy Cassidy interview

Former manager enjoying Apoel crack at the big time

James Lawton: Patience may not be a virtue this time, Roman – Andre Villas-Boas looks all at sea

James Lawton: AVB looks all at sea

Abramovich's visits to training reinforce the idea of a coach feeling pressure from above and below

The 10 Best sledges

The 10 Best sledges

Not all of them require snow...

Procrastination: Not now – I'm busy

Procrastination: Not now – I'm busy

Confronting the real reasons for puttting things off can help us beat it

Fun in the sunset years

Fun in the sunset years

A new movie follows retirees moving to India for low-cost care and a culture of respect for the elderly. For many Britons, it's already a reality

Picture preview: Lucian Freud drawings

Lucian Freud drawings

Picture preview

Silent revolution at the Baftas as the French take top awards

Silent revolution at the Baftas

The Artist wins in seven categories, with Meryl Streep the other big success story

Whitney Houston: The diva who had – and lost – it all

The diva who had – and lost – it all

Nick Hasted charts the highs and lows of Whitney Houston's life

How Picasso won over (some of) the British

How Picasso won over (some of) the British

Winston Churchill and Evelyn Waugh hated his work, but Picasso provided inspiration for a whole generation of UK artists

Topshop: A Decade Of Design

Topshop: A Decade Of Design

When London Fashion Week starts on Friday, Topshop will celebrate 10 years backing its brightest young stars

John Prescott: 'My wife thought I'd just retire, but I'm not a slippers man'

'My wife thought I'd just retire, but I'm not a slippers man'

At 73, John Prescott isn't mellowing. In fact he's taking a shot at becoming a police commissioner