Saudi actress Mila Al-Zahrani announced as Boucheron ambassador
Boucheron announced this week that Riyadh-born actress Mila Al-Zahrani will be the French label’s ambassador.
Al-Zahrani, who was nominated at the Venice Film Festival in 2019 for the official award for her role in the movie “The Perfect Candidate,” will be part of the maison’s upcoming campaigns.
The actress took to Instagram to express her excitement. “As a Saudi woman, today I am incredibly proud to announce that I’m the official face of @Boucheron for the Middle East,” she wrote to her 503,000 followers.
“Sharing the same values of family and empathy is important to me. Thank you to everyone who has been involved in making this dream a reality and I cannot wait to unveil our journey.”
The announcement was made at Boucheron’s visionary experience, titled “La Maison,” which was hosted in Riyadh this week to showcase its 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 Riyadh event, in its second edition, celebrated the bridge between Parisian and Middle Eastern cultures.
“The Middle East is a historic and crucial region for Boucheron from a business standpoint, as it still holds tremendous potential,” its CEO Helene PoulitDuquesne said in a statement.
“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.”
The label joined forces with Saudi fashion entrepreneur
Rawan Kattoa to host the “Style Room,” where she offers styling guidance to visitors.
To encourage them to explore their own personal flair with jewelry and fashion, she selected a number of garments from local designers’ collections.
This is not the first time Boucheron has worked with a regional star. In 2020, it appointed Lebanese fashion blogger and model Nour Arida as its global brand spokesperson.
One of the campaigns she starred in was with her four-year-old daughter Ayla, for the high jewelry label’s
Legacies campaign.