Pomellato Is Milano

Pomellato has interpreted the fashion soul of this city with the creation of MILANO, the new collection that promises to become a must-have for a young, contemporary, cosmopolitan target. At the same time, the Maison celebrates an artisan excellence that goes beyond fashion, one that has always helped to make Milan a hub of innovation in art and design.

This inspiration has led to MILANO jewels, an interpretation in a contemporary language of the classic themes from the goldsmiths’ tradition. Motifs such as gourmette and torchon inspire the precious elements in a collection made to be played with by women’s hands. Double and single rings, in different textures and colours of gold, are designed to be mixed and matched to suit personal taste.

The new collection

This collection is a celebration by Pomellato of its roots and values. It tells of that magical exchange, still alive and continuous today, of creative influences first established in the city where the brand was founded in 1967. Sensual and feminine yet modern and influential: Salma Hayek, the new face of Pomellato, is the perfect epitome of the Italian jeweler’s creations. Together with her indisputable beauty, Salma has a strongly individual personality, a defining characteristic of Pomellato ambassadors through the years.

In the new campaign photographed by Mert and Marcus in Los Angeles, her intense charisma enhances the jeweler’s creations making them even more desirable. A series of close up shots of Salma in an open-sky swimming pool, her body glistening in the same manner as the jewels that adorn her. The water – the feminine element par excellence – intensifying the vibrant allure of the images.

Salma Hayek, Milano and Pomellato

This new campaign isn’t the first time that Salma has lent her face to Pomellato: in 1995, along with other celebrities, she posed for «Shots», the Milanese maison’s charity-focused pioneering communication project.

Salma, who is a mother and wife as well as an Academy Award nominated actress and ground breaking producer, is also engaged in social activism. Through Chime for Change and countless other organizations, she has helped lead the efforts to raise funds and awareness for girls’ and women’s empowerment and to better women’s lives worldwide.

Salma is a woman who is many things at once. She is a symbol of glamour and success yet remains accessible. Just like the precious jewels of Pomellato. «A Pomellato jewel has the character and power to enhance a woman’s personality», Salma says. «It allows her to reinvent herself every time she wears it». Salma will preside over the launch of the new campaign, at a special event to be held in February during Milan Fashion Week.

With the new campaign about to launch, a sense of change is in the air.  In the words of Pomellato’s chief executive Andrea Morante, «With Salma Pomellato is living a new adventure and a beautiful transformation while remaining true to its origins».