Egyptian-American actor Rami Malek is one of the faces of Cartier‘s latest campaign reintroducing its iconic Pasha watch. Bringing together five different personalities in the form of Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang, the campaign aims to personify the French Maison’s revived Pasha watch, which launches around the world in the first week of July. Captured by New York fashion photographer, Craig McDean, the campaign features Malek and his peers in a manner that exemplifies the highly lauded intricacy of the new luxury timepiece through the individuality of different creative paths.
Having previously starred in other campaigns, including being the face of Yves Saint Laurent’s SS20, Malek is no stranger to turning his affinity for fashion into a creative space that speaks to customers of a brand. Frequently making Hollywood’s best-dressed list, the Egyptian-American actor’s presence in the new Cartier campaign bears witness to the diversity of it’s casting criteria. Including British actor Maisie Williams, Chinese rapper Jackson Wang, South-African born Australian singer Troye Sivan and American artist Willow Smith, the campaign champions a new generation of change through the timeless gift of diversity.
— Jackson Wang 王嘉爾 왕잭슨 (@JacksonWang852) June 30, 2020
Chosen on the basis of their creativity and courage, ambassadors Malek, Sivan, Smith, Williams, and Wang make perfect muses for the masterpiece that is the Pasha watch. Mirroring its rare genius in Cartier’s latest campaign, are personalities such as Malek, whose complex artistry has steadily contributed to the dismantling of traditional Hollywood standards. Like him, his peers, Sivan, Smith, Williams, and Wang have all navigated a similarly hostile terrain of stardom with nothing more than an individual sense of creativity and an even stronger sense of courage.
Perpetually changing the codes of success, Malek and his peers effortlessly embody Cartier’s vision for a new and diverse world, through the lens of the Pasha watch. “Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success directly linked to its extroverted design, power and graphic nonconformism,” says Arnaud Carrez, international marketing and communications director of Cartier International. “It is as edgy as ever and in tune with today’s new generation of creators. These new Pasha ambassadors owe their success to their differences, creativity, connection, multidisciplinary talents, and generosity.”