Pomellato has a history of addressing its female customers directly, choosing strong and independent brand ambassadors. The latest is actress Salma Hayek, who succeeds Tilda Swinton. “With Salma, Pomellato is living a new adventure and a beautiful transformation while remaining true to its origins,” said Morante.

To be held at 10 Corso Como on Thursday during Milan Fashion Week, the event will celebrate Hayek and Pomellato’s campaign, photographed by Mert Alas and Marcus Piggott in Los Angeles. The five images are due to bow globally at the end of the month. “A Pomellato jewel has the character and power to enhance a woman’s personality,” said Hayek, who has favored the brand for red carpet and social appearances. “It allows her to reinvent herself every time she wears it.”

The company will also present its Milano collection, inspired by the city of Milan, where Pomellato was founded in 1967.

For the actress, producer and activist, this is a return to Pomellato, which is controlled by her husband François-Henri Pinault and his luxury group Kering. In 1995, Hayek appeared in photographs by Michel Comte as part of a charity project sponsored by Pomellato to support the construction of a hospital in Kabul, Afghanistan.