A view of Boucheron’s wintry presentation.

PARIS French high jeweler Boucheron has named French actress and model Laetitia Casta brand ambassador.

“Her strong personality, her values and her choices will be perfect in embodying Maison Boucheron both in France and abroad,” said Hélène Poulit-Duquesne, chief executive officer of the Kering-owned jeweler.

The move comes as high jewelry houses explore new ways to bolster relevance with younger audiences and find their footing in a digital sphere.

The label recently launched an advertising campaign aimed at projecting a more contemporary look, and is refurbishing its Place Vendôme headquarters. With its temporary Vendôrama exhibition in Paris last month, the house explored new methods of educating the public about the brand, using a mix of interactive digital displays and employing actors for demonstrations.

For the presentation of its Russia-inspired winter collection last July, the house built a winter scene in the Kering headquarters on the Left Bank of Paris, complete with sounds of owls and howling wolves, fake snow and birch trees.


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