DUBAI: Luxury French jewelry label Boucheron has released a new campaign celebrating the Middle East featuring its regional ambassador, Saudi actress Mila Al-Zahrani.
The “Invent The Future, Honour The Past” campaign features three short clips, as well as a series of photographs, that pay tribute to the region’s roots, progress and future.
The first episode of the series, “Roots,” features Al-Zahrani and a mother figure, portraying the bond between mother and child. In the clip and the images, both women wear the brand’s Serpent Bohème jewellery.
Created in 1968, Serpent Bohème was the first of Boucheron’s iconic collections. It is reimagined yearly and the new campaign sees Al-Zahrani show off the newest white gold Serpent Bohème Solarité earrings paved with diamonds.
“Evolution,” the second episode in the campaign, features the Saudi actress and a sister figure. The two women wear jewels from the Quatre collection.
Finally, the third video, “Future,” transports viewers to a modern metropolis where Al-Zahrani is seen wearing pieces from the new Quatre Double White Edition.
Frédéric Boucheron founded the label in 1858 and it has grown from its traditional home on Place Vendôme in Paris to more than 85 boutiques worldwide.
Riyadh-born actress Al-Zahrani was unveiled as the label’s Middle East ambassador in November 2022.
The announcement was made at a Boucheron brand experience in Riyadh in November, titled “La Maison,” which was hosted to showcase their Carte Blanche Ailleurs High Jewelry collection for the first time in the Middle East.
The collection was first presented during Paris Haute Couture week in July.
“The Middle East is a historic and crucial region for Boucheron from a business standpoint, as it still holds tremendous potential,” said Helene Poulit-Duquesne, CEO of Boucheron, in a released statement at the time.
“In Saudi Arabia, as in the rest of the region, we operate at the very top of the market, selling to highly educated and savvy collectors. This is something I am proud of, which is why Boucheron returned to Riyadh to host the second edition of our ‘La Maison’ event,” she added.