THE role of brand ambassadors has never been more pivotal in fashion, beauty, wellness and lifestyle. No longer just pretty faces in glossy campaigns, today’s ambassadors bring something deeper to the table, which is authenticity and a personal story that aligns with the ethos of the brands they represent.

These individuals become a living embodiment of brand values. As global markets become more interconnected and consumers increasingly demand transparency and relatability, the ambassadorship model continues to evolve and leaning into substance just as much as style. The latest cohort of names stepping into these roles illustrates this shift perfectly.

Piaget – Gianna Jun

Maison Piaget recently announced South Korean actress Gianna Jun as its new Global Ambassador, placing her among the glittering names of the Piaget Society, both past and present. With a heritage steeped in bold design and artistic expression, Piaget has long courted cultural icons from Andy Warhol to Elizabeth Taylor. Jun now joins this legacy, reflecting the Maison’s modern elegance and daring design. Her appointment marks not only a tribute to timeless beauty, but also a spark of creative energy for a new generation of jewellery watch lovers.