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iaget Announces Shiva Safai as New Friend of the Brand
Model. Influencer. Entrepreneur. Style Icon and New Friend of the Brand for Piaget. These are just a few of the words that have been used to describe the strikingly beautiful, Shiva Safai. Shiva was born in Iran and raised in Norway. She moved to Los Angeles where she is now based, at the age of 19. Just two years later Shiva founded her first company, which she ran for nearly a decade.
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Cover page with Jessica Jung wearing Maison Rami-Kadi Haute Couture and Maison Chopard Haute Joaillerie. Photographed by international fashion photographer Patrick Sawaya, at the Chopard Suite rooftop terrace, Hôtel Martinez, in Cannes, during the opening night of the 72nd Cannes Film Festival. All rights reserved to the image holder. All reproduction is illegal.
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“We are so happy to welcome Shiva to the Piaget family as a Friend of the Brand. Her timeless personal style perfectly expresses the essence of Piaget’s creations. Moreover, Shiva exemplifies today’s Piaget woman who is classic and elegant, yet bold, stylish and confident!” explains Chabi Nouri, CEO of Piaget.
With her classic elegant style, Shiva has become renown as a style icon and has graced several international magazine covers. She has hosted LA Fashion Week and has made guest appearances in several US television shows. In 2016 Harper’s Bazaar Arabia recognized Shiva as one of their best- dressed, securing her reputation as an International Style Icon. In 2018, Forbes US reported “this Instagram Influencer is building a lifestyle brand through beauty and fashion”. Like for Piaget, philanthropy is important to Shiva and she supports organizations that support women’s and children’s health and education. Piaget looks forward to supporting Shiva in her charitable projects. “We are so happy to welcome Shiva to the Piaget family as a Friend of the Brand. Her timeless personal style perfectly expresses the essence of Piaget’s creations. Moreover, Shiva exemplifies today’s Piaget woman who is classic and elegant, yet bold, stylish and confident!” explains Chabi Nouri, CEO of Piaget. Together with this announcement, Piaget is also delighted to share behind-the-scenes footage and two images of Shiva Safai wearing Piaget’s latest Sunlight collection. Shot in New York during the spring, the content showcases Shiva in various moments during a Piaget photoshoot. “I am thrilled to join the Piaget Society! Piaget is a brand whose captivating playfulness I have long admired. Its elegant designs elevate any outfit and should be the finishing touch for every stylish woman!” shares the new Piaget Friend of the Brand, Shiva Safai.
About Piaget The unique allure of Piaget lies in the audacity of its style. Charismatic and flamboyant, dazzling watch and jewellery creations embody the radiance that defines the Maison. This passion for daring creativity was born in La Côte-aux-Fées, where Georges-Edouard Piaget set up his first workshop in 1874 in the family farmhouse and devoted himself to producing high- precision movements. This marked the start of an ever-growing reputation. Faithful to its pioneering spirit, in the late 1950s Piaget set about designing and manufacturing the ultra-thin movements that would become the Maison’s trademark and leave a lasting impression in the art of watchmaking. Driven by Yves G. Piaget, the Maison swept to new heights of creativity in the 1960s. Piaget developed many privileged relationships with artists and artisans who greatly impacted generations with their inspirations and creativity. Resulting in different collaborations, Piaget strongly believed in creative minds and artistic values. Using raw materials and strong craftsmanship, Piaget developed its own style; mastering the use of gold, exploring with colors, innovating new shapes, using precious gems and hard stones dials. The Maison’s jewellery collection grew in a strong direction with a resolute emphasis in color, giving birth to the iconic Piaget look. Building on over 140 years of history, the ever-bold Maison continues to innovate by offering jewels in motion, elegant and extravagant High Jewellery collections, as well as remarkable watches. In a world unconstrained by boundaries, Piaget the watchmaker-jeweler continues to explore unexpected creative possibilities, turning gold, stones and gems into brilliant works of art. For additional information, please contact Sophie Murbach (sophie.murbach@piaget.com)