FREiDA And the fury

Aude­mars Piguet and Freida Pinto are fight­ing the good fight to em­power young women

ELLE (Malaysia) - - RADAR -

When Aude­mars Piguet ap­pointed ac­tress Freida Pinto as their brand am­bas­sador last year, the fine watch­maker house knew they were sign­ing up for more than just a beau­ti­ful face. Pinto joined Plan In­ter­na­tional’s Be­cause I Am a Girl cam­paign as their global am­bas­sador in 2012, thus start­ing her jour­ney as a women’s right ac­tivist. Be­cause I Am a Girl sup­ports sus­tain­able projects in de­vel­op­ing coun­tries and gives girls ac­cess to clean wa­ter, food, ed­u­ca­tion, health­care and pro­tec­tion – all things that should come as a ba­sic hu­man right.

The new Aude­mars Piguet cam­paign sees Pinto take cen­trestage with the Di­a­mond Fury haute jew­ellery time­piece, blind­ingly bright against the moody, smoul­der­ing shots of Pinto. Aude­mars Piguet is no stranger to ini­tia­tives that give back to na­ture and so­ci­ety, so it’s no won­der that this is a per­fect pair­ing for the Swiss house. Ev­ery hu­man be­ing on our planet has the right to live a life full of dig­nity with op­por­tu­ni­ties to re­alise their dreams. It’s a shock­ing truth that 66 mil­lion girls are out of or de­nied a ba­sic ed­u­ca­tion, which is im­por­tant for em­pow­er­ment and in­de­pen­dence. Some of these girls I’ve met first hand and have seen no dif­fer­ence be­tween them and girls who have the priv­i­lege of a good ed­u­ca­tion. Their am­bi­tions, smarts, drive and pas­sion are the same; what di­vides them is the lack of op­por­tu­ni­ties, back­dated be­liefs as well as ar­chaic so­ci­etal struc­tures that are not based on any logic. I wanted to make sure I was us­ing my ed­u­ca­tion and con­fi­dence ef­fec­tively, know­ing well that I be­long to the priv­i­leged camp. I have had a very whole­some ed­u­ca­tion and I know what a big role it has played in my life in em­pow­er­ing me. I be­lieve for the world to be truly pro­gres­sive, we need those 66 mil­lion girls in school. I count my­self as one of many voices speak­ing up for the rights of girls to live life to their fullest po­ten­tial. I be­lieve in the strength of col­lab­o­ra­tion to cre­ate real tan­gi­ble change and in that re­spect I def­i­nitely can make a dif­fer­ence that will ul­ti­mately ben­e­fit marginalised girls and girls at risk. She is a strong, in­de­pen­dent woman, un­afraid of tak­ing on any chal­lenges. I re­cently saw a vin­tage Royal Oak Per­pet­ual Cal­en­dar in yel­low gold from the ’90s which took my breath away.

Freida Pinto wears the Aude­mars Piguet Fury watch

Aude­mars Piguet Di­a­mond Fury watch in white gold with di­a­monds, ap­prox. RM2.44mil­lion

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