Some personalities refuse to be defined by a single title. For its latest regional campaign, Swiss watchmaking and jewellery Maison Piaget brings together four women who have built their identities across fashion, culture, sport and entertainment, each with her own perspective on creativity and self-expression.
Karen Wazen, Lara Al Amri, Marwa Al Hashimi and Cynthia Samuel take centre stage in an editorial campaign that draws inspiration from Piaget’s golden era of the 1960s. Bold silhouettes, playful colour and a distinctly retro sensibility provide the backdrop for a celebration of individuality, with the Maison’s Sixtie, Possession Decor Palace and Possession Vibrant Palace collections bringing the story together.
At its heart are Piaget’s four creative pillars: House of Gold, Art of Colour, Play of Shapes and Creative Movement. Together, they form the visual language of a campaign that allows four very different women to express what makes them unique.
Karen Wazen: Style on Her Own Terms
Entrepreneur, eyewear designer and one of the region’s most recognisable fashion personalities, Karen Wazen has built a career around following her instincts. Since launching her eponymous eyewear label in Dubai in 2018, the Lebanese-British creative has grown her business into an international brand, with designs worn by the likes of Dua Lipa and Gabrielle Union.
For the Piaget campaign, Wazen wears the Sixtie, a timepiece defined by its unconventional silhouette and graphic elegance. Its confident design feels particularly appropriate for someone who has never been afraid to take a different route.
“Defining my own path has always meant trusting my instincts and not being afraid to take risks, even when the direction wasn’t always obvious,” she says.
Lara Al Amri: A Cultural Perspective
Saudi creative Lara Al Amri brings a different energy to the campaign. A photographer and storyteller whose work moves between fashion, art and identity, she has spent years documenting the cultural transformations taking place across the region.
Her considered visual approach finds a natural counterpart in the Possession Decor Palace collection, where Piaget’s mastery of textured gold creates an interplay of light, movement and detail.
For Al Amri, individuality comes from the confidence to make choices that feel authentic, even when they challenge expectations. It’s an outlook that sits comfortably within a campaign celebrating women who have carved out their own paths.
Marwa Al Hashimi: Freedom in Motion
For Emirati equestrian champion and endurance rider Marwa Al Hashimi, confidence is something earned through discipline, determination and an intimate connection with her sport.
Competing in endurance riding, one of equestrian sport’s most physically demanding disciplines, Al Hashimi represents a form of elegance grounded in strength and perseverance. In the campaign, she wears the Piaget Sixtie, bringing a sporting perspective to the Maison’s distinctive design language.
“Creativity and freedom are closely connected for me,” she explains, drawing parallels between personal expression and the freedom she experiences when riding horses.
Her presence adds another dimension to the campaign, demonstrating that style and individuality extend well beyond the worlds of fashion and entertainment.
Cynthia Samuel: The Art of Presence
Lebanese actress and model Cynthia Samuel completes the quartet, bringing an unmistakable sense of polish and artistic expression.
Known for her work across television, fashion editorials and high-profile publications, Samuel moves comfortably between performance and style. Her appearance in the campaign centres on Possession Decor Palace, a collection that transforms gold through intricate textures and the play of light.
For Samuel, the appeal of the collaboration lies in the women themselves and the different experiences they bring to a shared creative vision, “Each woman brings her own story, her own craft, and her own way of moving through the world, yet there’s a common thread between us: the courage to create a life that is authentically ours,” she says.
A Shared Creative Spirit
Although each woman offers a different interpretation of the campaign’s message, the collections provide a common thread. From explorations of shape and proportion, a celebration of gold’s tactile possibilities, and the showcasing of ornamental stones and vibrant colour, the campaign is a tale of beauty and craftsmanship of the highest level.
Together, they reflect a Maison that has long embraced experimentation in watchmaking and jewellery design.
And while the campaign looks back to the creative freedom of the 1960s, its message is firmly contemporary. Four women, four distinct journeys, and a reminder that individuality never goes out of style.
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