{"id":2066836,"date":"2026-08-03T09:24:00","date_gmt":"2026-08-03T07:24:00","guid":{"rendered":"https:\/\/www.luxsure.fr\/2026\/08\/03\/pasquale-bruni-chose-myriem-boukadida-to-play-his-65-year-old-self\/"},"modified":"2026-08-03T09:25:29","modified_gmt":"2026-08-03T07:25:29","slug":"pasquale-bruni-chose-myriem-boukadida-to-play-his-65-year-old-self","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2026\/08\/03\/pasquale-bruni-chose-myriem-boukadida-to-play-his-65-year-old-self\/","title":{"rendered":"Pasquale Bruni chose Myriem Boukadida to play his 65-year-old self"},"content":{"rendered":"\n

At a time when jewelry houses are seeking to redefine their visual language\u2014balancing heritage with contemporary expression\u2014Maison Pasquale Bruni has chosen not so much a muse as a transitional face. For its 2026 campaign, the Italian house has entrusted this role to Myriem Boukadida, a Franco-Tunisian model represented by Elite Paris. This choice speaks as much to the aesthetic evolution of European luxury as it does to the way certain houses are now attempting to redefine identity, origin, and desire. <\/p>\n\n

The theme is not merely iconographic. This campaign marks the sixty-fifth anniversary of the House, founded in 1967 in Valenza, Piedmont\u2014the historic heartland of Italian jewelry. In the press release, Pasquale Bruni emphasizes a recurring theme: nature as the \u201coriginal muse.\u201d Behind this phrase lies, above all, an aesthetic continuity already present in the brand\u2019s historic collections, where floral and organic forms have played a central role since the 2000s. <\/p>\n\n

The first campaign image shows Boukadida wearing pieces from Giardini Segreti<\/em>, an iconic collection crafted in 18-karat white gold set with white diamonds. Here, the jewelry is not treated as a display of power or status. Instead, Dusan Reljin\u2019s photograph emphasizes intimacy: hands resting against the bark of a tree, soft lighting, skin almost blending into the background. It\u2019s a way of repositioning jewelry in a more tactile rather than spectacular context. <\/p>\n\n

This shift in perspective is significant. For several seasons now, a segment of the European jewelry industry has been moving away from the hyper-formal conventions inherited from the campaigns of the 1990s and 2000s\u2014sterile studio settings, frontal compositions, and displays of heritage\u2014to return to more organic, sometimes almost introspective narratives. Pasquale Bruni continues this shift here by featuring in his campaign a figure whose identity draws on multiple cultural heritages: Italian, Arab, French, and American. <\/p>\n\n

The appointment of Riccardo Ruini as creative director confirms this commitment to a subtle repositioning. For several decades, Ruini has been exploring precisely this boundary between fashion imagery and cultural narrative, far removed from purely commercial considerations. Alongside Eugenia Bruni, the brand\u2019s creative director, he crafts a narrative here that focuses less on the object itself and more on what it represents: a contemporary vision of femininity\u2014one that is more fluid and less overt. <\/p>\n\n

An interesting detail: the press release uses the term \u201ctalisman\u201d several times. The word is worth a closer look. In the history of Italian jewelry, the protective jewel\u2014imbued with energy, memory, or spirituality\u2014represents an ancient tradition, particularly in the south of the peninsula. Here, Pasquale Bruni revives this Mediterranean imagery while grounding it in a much more contemporary international aesthetic. <\/p>\n\n

What is at stake in this campaign, therefore, goes beyond a simple anniversary celebration. Through Boukadida, Pasquale Bruni is primarily attempting to reframe a question that has become central to European luxury: how to preserve a strong artisanal identity while speaking to a generation whose cultural references are now diverse, fluid, and hybrid. <\/p>\n\n

The Italian fashion house’s response is understated. But precisely calculated. <\/p>\n\n

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At a time when jewelry houses are seeking to redefine their visual language\u2014balancing heritage with contemporary expression\u2014Maison Pasquale Bruni has chosen not so much a muse as a transitional face.…<\/p>\n","protected":false},"author":2,"featured_media":2050671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[30122],"tags":[80108,78113,80111,80105,77941,80110,61601,80107],"class_list":["post-2066836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-watches-and-jewelry","tag-2026-jewelry-campaign","tag-contemporary-luxury","tag-dusan-reljin","tag-eugenia-bruni","tag-italian-jewelry","tag-myriem-boukadida-2","tag-pasquale-bruni","tag-secret-gardens-2"],"_links":{"self":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2066836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/comments?post=2066836"}],"version-history":[{"count":0,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2066836\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media\/2050671"}],"wp:attachment":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media?parent=2066836"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/categories?post=2066836"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/tags?post=2066836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}